The Objective
This collaboration between Brandon Coleman Design and Anex introduces a Special Make Up (SMU) for the newly launched IQ stroller. The project explores stroller fabrication through a refined color and material narrative using thoughtful construction, tactile textiles, and modern finishes to create a distinct, premium expression of comfort, protection, and adaptability.
The Muse
The IQ stroller serves as the foundation for this collaboration, an intelligent, modular silhouette designed to evolve alongside both parent and child. Its ability to reconfigure into three distinct modes mirrors the natural stages of growth and development, inspiring a concept rooted in progression, care, and long-term usability. The design language responds to this journey, balancing function with warmth, and innovation with emotional connection.
Creating the Theme: Fleece Family
Fleece Family is a material-forward story centered on warmth, protection, and modern softness. Fleece is used not only for its functional benefits, but for its visual language communicating coziness, safety, and comfort at first glance.
The Result
By pairing varied fleece nap lengths with technical substrates, this theme creates a contrast between softness and strength resulting in a stroller that, no matter what configuration, feels both protective and progressive.
The color story is intentionally restrained and contemporary designed to let materiality take the lead. Thoughtful placement of fleece, paired with tonal technical fabrics, creates a visual read that feels warm, calm, and protective, without appearing heavy or dated.
Carrycot Configuration
Buggy Configuration
Seat Configuration w. Blanket
Seat Configuration w. Backpack
Fabrication & Construction
The fabrication strategy blends tactile warmth with performance materials, delivering an ultramodern aesthetic through unexpected combinations and elevated detailing.
Key Elements Include:
• Multiple fleece pile heights for depth, dimension, and visual interest
• Ballistic nylons and ripstops for durability and structure
• Refined trims featuring binding, cording, and precision finishing
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These material pairings reinforce the idea of protection from the elements while maintaining a contemporary, technical stance.
Together, color and construction deliver a design that feels cozy yet forward-thinking, an unexpected balance of softness and modern engineering that elevates the IQ stroller into a new emotional and visual space.