Parsons BBA Capstone 2

In collaboration with renowned bike maker Richard Sachs, our team undertook a brand strategy project aimed at expanding the Richard Sachs brand identity into new product categories beyond bicycles. Decor by Sachs is a home decor brand extension that remains true to the core ethos of Richard Sachs, offering timeless craftsmanship and quality. Our debut product, "The Light", embodies modern simplicity while inviting new forms of interaction with the brand. Made from the same PegoRichie steel tubing used in Richard Sachs bicycles, this light fixture introduces a new dimension of Sachs craftsmanship to everyday living.