Kuki London — Eden Tarn

Role

Co-Founder · Managing Director · Creative Director

Scope

Brand Identity · Product Design · Retail · Film Direction · Photography · E-Commerce · App Design

Location

London — Brick Lane · Commercial Street

Period

2016 – 2022

A brand built to break the norm — showcasing talent, urban culture, creative flair and personality.

Kūki 空気 — Japanese: Air / Creative Void

Kuki London was founded in 2016, co-created by Eden Tarn and long-time collaborator Nico Constantinou. From a 12-week pop-up residency on Brick Lane to a second larger store on Commercial Street, four capsule collections, a mobile app game, collaborations with Dizzee Rascal, JME, Octavian, G-Shock and more — Kuki was built from the ground up between two people in six months.

Eden served as Creative Director and Managing Director across the full lifespan of the brand — covering brand identity, product design, campaign photography, film direction, social content, retail store design and e-commerce. Kuki grew to 10K+ Instagram followers through the Brick Lane pop-up alone.

Tower London × Kuki — Collaboration Film

AW17 — Campaign Film

AW18/19 — Campaign Film

Kuki LA — Brand Film

Two London pop-up stores — beginning with a 12-week residency at 62 Brick Lane in 2016, followed by a larger, more immersive store on Commercial Street with three times the space. Both featured weekly DJs, live performances from emerging artists, brand collaborations and exclusive in-store drops.

Alongside the A/W 2017 Gamewear collection, a free-to-play mobile app game was designed and released on the App Store. Inspired by 90s retro gaming and streetwear culture, the game featured original character design, enemy bosses, weapons and power-ups — all developed with a game developer and built around the Kuki brand narrative.