The C.C.

Apause was invited to revitalise Semua House, a historic textile trading building in Kuala Lumpur's textile district, Malaysia. The C.C. reactivates this address as a fashion-led working third space — a key factor in bringing transformation to the existing community. We strategised it as a new kind of creative complex: the intersection of culture, design, and conversation.

The logo is built on a spreadsheet-cell-based grid system, while the colour palette takes its cue from old office stationery and Excel's own cell colours.

Client
Semua Properties

Year
2025 – Ongoing

Discipline
Art Direction, Naming, Strategy & Identity, Environmental Graphics

Country
Kuala Lumpur, Malaysia

Collaborators
Lili Tan (Strategy, Brand Name & Copywriting), Isaac Tan (Website Design & Development), Rebekah Lee (Photos)

Housed within Semua House, a historic textile trading center, and rooted in the legacy of the Jalan TAR (Jalan Tuanku Abdul Halim) textile district of Kuala Lumpur, The C.C. reactivates a historic address as a fashion-led working third space — a key factor in bringing transformation to the existing community.

Not your usual co-working space of hot desks and meeting rooms. The C.C. offers mentorship programmes, a denim workshop, pattern cutting and sewing tables, talks, retail pop-ups, and a textile library — a working space built around the tools, skills, and resources the fashion and creative community actually needs.

The logo was designed using a Microsoft Excel spreadsheet—a nod to the tools and rhythms of office life—then interwoven with references to paperclips, stitching, and the act of sewing to connect the world of work with the craft of fashion.

By using the grid as the foundational structure, each single cell becomes a building block, forming a silhouette inspired by the tower The C.C. resides in. This modular, cell-by-cell construction also represents a community coming together—individual parts creating something greater when connected.