This luxury concession in Selfridges was an opportunity for a whole new demographic of customers to become enamoured with the famous red heel. The inspiration? Mr Louboutin's Parisian apartment which was brought to life by bird-cage wardrobes, a trompe-l'œil staircase adorned with family photos, mussel shell doorways and many objet trouvé from his worldly travels.
A velvet and satin seating area for trying on shoes forms the centrepiece of the main space, while a second room showcases limited-edition collections. Customers trying on shoes are presented with their choices on hostess trolleys brought to them by the salon assistants.
I worked closely with Christian himself to deliver this concept which balanced the theatrical personality of the brand with the SKU requirements and seating practicalities of a high traffic retail environment such as Selfridges.
Credits: Household Design
Operated by Dixons Retail, this 22,000-square-foot tech department sprawls across the third floor of the iconic Knightsbridge store. It's an aspirational showcase designed to target the 'Connoisseur' and 'Status' mindsets of the Jet-Set; 4% of the total Harrods customer but with a massive 51% spend. For example products on sale range from 'impulse' £99 digital cameras to an 11ft tall, £330k iPod dock designed by Jean Michel Jarre, and a 152-inch Panasonic plasma TV - a snip at just £600k.
Key to delivering the worlds ultimate technology department would be in creating a seductive environment of refined opulence. The perimeter features a fluted plaster curtain into which Brands are framed with mirrored amber glass. The floor is composed principally of wide pale oak planks with a marble walkway connecting key vistas, onto which carbon-fibre clad midfloor units sit. Mannequins are located off of the marble, dotted around the space and styled with the latest fashionable tech products.
Credits: Household Design
This trial store for Dixons Retail was conceived to target the 'Design-Aware' consumer - traditionally underserved but now found to be the highest value technology buying segment. It was an opportunity to create a destination format where customers could engage differently and more emotively with products that are now integral to their daily lives.
Accordingly the design required a dramatic departure from the standard Currys / PC World high street format; from the branding, name, identity and communications toolkit, through to the retail environment, service offer, product mix and merchandising – as well as in-store events and campaigns, that form a key part of the ongoing experience.
The store takes aesthetic cues from fashion boutiques – mannequins display mp3 players, cameras and laptop bags, with items presented in seasonally updated collections. Workshops are advertised on the brand’s Facebook page and in-store. A chill-out zone features sofas where shoppers can drink complimentary coffee and use the internet. In- store touchscreen kiosks allow customers to search and compare products, and read other shoppers’ reviews.
Winner of three Retail Interiors 2011 Awards for 'Best Retail Interior', 'Specialist Store Design' and 'Non Food Design of the Year'
Credits: Household Design
Commissioned by Grazia magazine for a concept to pitch to Westfield for their coveted annual summer pop-up space within their White City shopping centre.
The idea was to bring a fun, high-fashion, catwalk spin to the traditional village summer fete through hosted stalls such as 'Fashion Punch & Judy', 'Coco-Chanel-Nut Shys', 'Pin the Killer Heel on the Supermodel' and a 'Designer Tombola'.
