We began by exploring three concept directions, each creating an environment that is distinctly Lotto, containing all brand attributes such as shape and color but each uniquely adding bursts of surprise illumination, energy and dynamism. The design direction of the selected concept utilized individual, three dimensional triangular elements that appear to float off the wall, yet each have a trajectory of flow, inspired by the seemingly 'ordered chaotic' nature of bird murmuration.

It was important that each individual element appear free from constraints: playful yet geometric, modular and repeatable. To achieve this we employed the Golden Ratio, the geometric system of proportion and harmony found in nature and used extensively in architecture, product design and fine art.