Lost Property Studio, an independent brand design studio in Dubai, has revealed its work for the brand identity of LYLO. The new speakeasy on Palm Jumeirah, Dubai has been created in partnership with gastronpreneur Joey Ghazal and the teams behind the iconic Canary Club and The Maine.
To actualise LYLO’s identity, whose namesake is inspired by lilos (inflatable air matresses) Lost Property Studio was delivered with a creative brief to develop a concept from the ground-up to be dripping in mystique and allure.
Centred in the glossy leisure culture of 70s Miami and the West Coast USA, Lost Property developed a brand personality that is mischievous, unapologetic and indulgent.
“LYLO was an opportunity to build a brand world with real confidence – one rooted in indulgence, glamour, and playful excess,” said Steffan Cummins, Founder and Creative Director of Lost Property Studio.
Lost Property developed the brand name LYLO, recognising the opportunity presented by a compact, four-letter word that could carry both whimsy and charm. The brevity of the name allowed for a distinctive yet flexible logomark, inspired by extreme 1970s lettering and inflated into a bold, sculptural form. The logomark was hand-drawn and modelled in 3D to refine volume and contours, with curvature carefully designed to inflate evenly, giving the mark a sense of energy and tension.
“It was a rare project where we were given full permission to push ideas right to the edge,” Cummins said.
This freedom of creativity led to the core design concept that guided the identity: inflated reality, where materials, shapes, and egos are deliberately dialled up just beyond the limits of good taste.
“From naming the venue to inflating the identity, every decision was about turning the dial up on humour and glamour, without ever losing intention,” said Cummins.
Appearing in its fully inflated form across signage, wraps, and physical touchpoints throughout the venue, the logomark leads the space with confidence and character. Its glossy, plasticky finish sits deliberately between high-end 1970s design objects and modern kitsch, reinforcing LYLO’s playful yet considered attitude. As a result, the plush logo adapts easily across digital and physical applications, from mastheads and posters to menus and unexpected details like ice-cube stamps.
The colour and material palette was designed to be unapologetically indulgent. A tight core palette centres on a juicy, saturated red, supported by a deep, sultry plum and a delicate blush pink, together creating a balance of boldness and softness.
To add texture and depth, the palette is paired with carefully selected paper stocks from G. F Smith, including the glittering Peregrina Majestic Nightclub Purple and the silky satin Petal, both used across the LYLO menus. These tactile finishes are further echoed in physical materials throughout the venue, from bright, high-gloss red plastics to rich, glossy deep-red leather, bringing the identity to life in a way that feels luxurious and multi-sensory.
Lost Property Studio also designed the quilted leather menu to subtly nod to a lilo through both form and texture. The brand identity features a series of inflatable-inspired icons that sit deliberately between poolside novelty and high-art glass sculpture. Rendered in high-gloss, exaggerated forms, the collection brings a vibrant, almost Carmen Miranda–like energy to the identity; bold, whimsical and unapologetically fun.
“We were able to play with taste and create a world that doesn’t take itself too seriously – an absolute joy to bring to life,” said Cummins.
The 130-person speakeasy officially opened in Dubai on Palm Jumeirah on Tuesday, 27 January.
