The British tailoring brand English Cut, founded in 2001 by Savile Row tailor, Thomas Mahon has chosen the quintessential Chiltern Street, London to be English Cut’s first home. Located at the opposite end to the acclaimed Chiltern Firehouse venue.
A muted, minimal interior highlights English Cut’s confidence setting a modern interpretation of historical British architecture that emphasises craftsmanship and their passion for trade. A highly curated collection of furniture and fixtures provides familiar charm, with unexpected detailing adding an informal voice. Bespoke veneer-clad joinery units with suspended tailoring busts provide those perfect VM moments. Chevron flooring creates a sense of luxury and craftsmanship, with patterns and variety providing a feeling of true indulgence, adding to the individuality of the space for distinct personalised charm. By playing with heritage, CAMPAIGN has highlighted British craftsmanship and familiarity of detailing through polished brass trims, and clean interpretations of wooden panelling. Each detail injecting old world charm with a fresh and modern approach. The DNA CAMPAIGN worked towards included Englishness, Character and Authoritativeness. Every material and design decision was anchored around these words and themes. Downstairs allows for an intimate experience for English Cut’s Bespoke tailoring service. A large cutting table showcases the varying fabrics that English Cut has to offer, and a large velvet draped fitting room encompasses the back of the store.
CAMPAIGN was commissioned to design the flagship 2,600sqm menswear department store for YOUNGOR in the city of Wuxi. Working alongside our office in Shanghai since May 2015. The store sits over 5 levels of an existing building creating an environment of pure form and modern heritage throughout.
On entering the space into a 3 story grand atrium, with repetitive and symmetrical brass archways, a monolithic staircase leads the customer to the different brands of YOUNGOR.
YOUNGOR departments include Leisure, Business, Formal and Wedding menswear and sub brands including - GY - contemporary menswear fashion, Mayor - tailoring service, HSM - smart wear and Hanp - organic mens, women’s and home-wear. Event spaces showcase a bar at the top of the building with Interactive VIP displays and views across the grand atrium.
A 13meter high illuminated glass facade creates a breathtaking approach and the layered geometric printed pattern reveals a beautiful 3D moire effect encasing the building.
The Melbourne Flagship designed by CAMPAIGN, a multi-disciplinary studio, is the ultimate destination for the Melbourne fashion savvy. It embraces a sense of humour and allows customers to find their cool!
The store design reflects a modern interpretation of classic luxury, offset with urban influences inspired by the raw graffiti lined streets of Melbourne. The material palette embodies concrete floors and walls accentuated with marble and terrazzo monoliths.
The minimal shopfront of glass and concrete tiles provide optimum brand exposure and visibility within the store, providing a platform for iconic window exhibits. The central focus is the dynamic brand explorium, a playful mix of custom black metal fixtures exclusive to the Melbourne store that display a curated collection of product on illuminated surfaces to enhance the art of story-telling within the retail environment. This explorium is supported by a minimal perimeter framing the extensive product range. Customers are encouraged to explore the space at their leisure making use of the bespoke terrazzo and suede seating mixed alongside the fixtures. The black painted ceiling adds an industrial edge complimented with fluorescent style light strips. The retail tipping point has been amplified with the integration of generous mirrors throughout enhancing customer experience.
The space features an eye catching and memorable bling wall- a sculptural wall of light that acts as the ultimate selfie back drop! A sophisticated composition of LED's dance behind a wall of formal metal domes inspired by the iconic Sunglass Hut mirror disc logo.
'This new store format is a playful and dynamic sunglass experience to discover new product stories in the Explorium or grab a selfie by the Bling wall. It's built around customer service, and modern Luxury.' - Philip Handford
The Selfridges Designer Studio follows the same sensibility as a gallery space. The architectural envelope creates a holistic studio feel allowing brands to present their unique characters within the environment. The space consists of Selfridges own edit and 5 anchor brand spaces, spanning over 17,000sqft. The architectural mood is a juxtaposition of raw and exposed, contrasted with classic and refined.
Honest, Curated and Considered define the principles of the architectural envelope. Follies punctuate the space, lending itself to a curated gallery.
Traditional coffered ceilings with a new modern perimeter of articulated beams, are brought together using concrete effect tiling; a key element in providing continuity across floor. Round columns have been reinstated within the Selfridges edit, and the brand mats expose existing concrete columns. By opening up six of the closed windows, we have allowed natural light to flood the room, highlighting all features.
As for the the fitting rooms, CAMPAIGN have introduced a playful and bold concept within the interior. Curated furniture, painted OSB walls and satin brass ironmongery hint at luxury. The Stylist Fitting room is a sanctuary of mid-century furniture, with subtle pink hues, and takes advantage of its corner location looking out over Oxford and Duke street. Forces come in to play with bespoke printed drapes, spanning across the fitting rooms, providing perfect backdrops for those ‘Selfie’ moments.
Throughout the space we have collaborated with a selection of progressive artists to commission Follies; whimsical and unexpected structures. Inspiration behind these Follies is a ‘Theatre of Forces’. A curated collection of architectural follies each with a singular, clear expression has been designed to adhere to three design principles; Artistic, Customisable and Functional. Challenging the boundary of art and retail, each express the individual creativity of the following artists Gary Card, Artisan, Patternity and Anna Lomax, as well as acting as a tool for selling.
PROJECT: Have you see Stan? #STANSMITH
BRIEF: To create and build a digitally enhanced pop up shop as part of the relaunch of the iconic Stan Smith trainer.
ABOUT: The shoe box sat in the centre of the Truman Brewery just off fashionable Brick Lane, East London. The result was a combination of digital and physical installations for an immersive brand experience.
We were tasked to create a dynamically effortless solution, reflecting the 3.1 Phillip Lim brand narrative. To quote Phillip Lim as a ‘play between two seemingly opposing ideas’. We mixed ‘luxurious & pragmatic’ materials in various ways. Created a floor of classic madness, as the Architectural feature of the space, this combines heritage patterns with unexpected materials. We also managed an aggressive role out program across all retail channels in USA, China, and Europe. Applying the design DNA to all elements right down to the coat hangers.
"Working with Campaign allows us to really develop what feels intuitive for us, bringing together all the things we want to do in retail into a singular offering."
Wen Zhou, CEO 3.1 Phillip Lim
DOMUS, the gateway to individualities for better living: ‘me, my home and I’.
DOMUS is the first shopping centre in France dedicated exclusively to the home. Its offer, architecture, and location make it a unique destination.
Campaign was chosen to add value in enriching, expressing and implementing the chosen theme - Aspirational, Modern French Living.
There are 3 main aspects to the project. Firstly, the Interior design, including pop-up stores, a children’s area to allow for worry-free parents and an area of rest. Secondly, the exterior design, Facades, surrounding areas and parking. Lastly, the Restaurant area for dwell time.
We focused on the overall atmosphere by using dynamic black lines to provide a new architectural language, whilst a domestic colour pallet adds a much needed warmth. The restaurant area has a dynamic hanging garden installation creating an interesting and intimate area within the ceiling void. A large chrome slide sits front and centre allowing visitors to move around the space in a carefree fashion, inspiring fun!
By adding a Welcome Desk, we created an area that’s familiar to the individual customer, welcoming them to DOMUS, their home.
Public seating areas give a nod to home living, scattering colourful touches to add a playful note. We created modular play areas that are a destination for families and memorable for children.
The Goal: Create and connect a community around DOMUS.
Kids footwear is an area of retail that is growing fast. To reflect this we were briefed by Kurt Geiger to create bold, memorable retail interiors that would capture the imagination of both Kids and Parents for Harrods and Selfridges. The outcome is two very individual store environments for the same brand.
Harrods is a Luxurious & Magical space which was inspired by The Japanese animation ‘My neighbor Totoro'. We created a mixture of refined and minimal design with luxurious, playful woodland forms. White abstract trees reach up to the ceiling canopy of a folded chrome leaf installation. Floating into the space are large furry creatures in green mink that children can climb into and play on iPads whilst the parents shop the store.
PROJECT I: Fragrance Lab
BRIEF: Imagine your character distilled into a scent. An experiment into the future of in-store retailing. Enter the Fragrance Lab.
ABOUT: This new retail experiment perfectly exemplifies how customer habits, preferences and tastes, as well as their physical interaction, will be used in the future to develop a personalised service or product. In the future, brought forward with Fragrance Lab, browsing disappears and an alternative to both in-store and online shopping emerges. Customers don’t choose from a product selection, the product is created to suit them. The consumer’s physical presence and responses to stimuli and questions inform the alchemy of the fragrance to offer a more meaningful, multi-sensory and customised consumer experience.
For the first time, customers are able to enter the iconic Selfridges windows as part of the experience. Concealed from the outside world, they weave through a magical series of interactive zones, which will be used to analyse their character. The customers end the journey with a fragrance created by Givaudan perfumers, industry-leading sensory experts, that reflects their experience in the space. Not only does the scent encapsulate their character, but also the bottle shape, label and language.
"Fragrance Lab brings both experiential retailing to the heart of our store and a wonderfully creative way to celebrate fragrance." Linda Hewson, Creative Director, Selfridges
BRIEF: Samsung challenged Campaign to create an exhibit that would promote understanding of the Samsung brand look and feel- a clear identity, personality and attitude through visceral expression of the brand ideal
ABOUT: This immersive journey aimed to immerse visitors into Samsung's world of ‘blue-sky’ thinking, offering a unique opportunity to discover the world of possibilities that Samsung creates. Comprised of four inflatable domes with a progressive soundscape, they were designed in collaboration with Condiment Junkie to express the values of the brand. Unique scents were fed into pressurised airlock chambers to bring to life the product range on show and complete the brand experience.
Following its debut in Monaco, the installation will embark on a European wide tour over the coming year. Flexible in their layout and easy to assemble and demount, the modules enable the installation to be re-locatable and re-orientated according to each different site
Our brief was to create a cohesive environment that evokes; modern luxury, repetition, true colours, reflections, layering and sobriety.
We took inspiration from the De Bijenkorf store facade which is divided into a series of equal panels, with the three-dimensional pattern of green glazed tiles segmented by clean white vertical bands. The proportions, scale and forms created by Gio Ponti, form the basis of our over-arching inspiration.
The project narrative for children's wear was to anchor the department with a plywood 'playhouse' hosting key brands with a playful yet grown-up appeal.
Within the project Campaign created an exposed ceiling across the entire 2nd floor, giving us the opportunity to be playful with the services and lighting as well as showcasing the intricate ceiling details.
The Home and Kitchenware department took inspiration from a structured 'wardrobe' framework to hold a variety of soft furnishing. This was a flexible system to allow brand expansion. Construction detailing and geometric shapes are used to frame the product cleanly and simply. Open and closed structures, together with a hint of colour highlight the product.
PROJECT: Beats by Dr. Dre Technology Launch Window
BRIEF: To design a window for Beats by Dr. Dre for the launch of Harrods' new technology floor
ABOUT: Campaign was asked to create an installation to create a strong brand presence and showcase the Beats by Dr. Dre Colours headphones for Harrods' technology takeover. Taking inspiration from the Beats by Dr. Dre Colours campaign video, featuring Dr Dre and others throwing balls of coloured paint around a white space, Campaign designed a rotating coloured splash form suspended in the window. The sculpture combined art-installation with technology through the use of rapid prototyping.
PROJECT I: The Trafalgar Project
BRIEF: To create, produce and deliver London's Trafalgar Square to a Shanghai Event for Fashion Week.
ABOUT: Campaign and Dunhill created a vision to transport London's Trafalgar Square to Shanghai in an event hosting more than 1,000 global fashion observers and media guests. The concept of creating the London landmark was a simple expression which was beautifully executed through a combination of cutting-edge technology, architecture, lighting, film and music.
Trafalgar follows Campaign's Momentary project as another episode in the instalments of this kind for Dunhill. Campaign were involved in the creative direction of the piece- an expression of the brand which mixes contexts, culture and reality. The film presentation shows a full year of British seasons over one day and is one of the longest single live CGI sequences made to date. The experience was created mixing holographic projections with architecture referencing Trafalgar Square and 64 models.
PROJECT: Campaign and branding
BRIEF: Self-initiated exploration with The Future Laboratory into the relationship between online and offline in the future of Retail
ABOUT: Campaign collaborated with trend forecasting agency The Future Laboratory to produce ‘Sweet Shoppe’ - an installation which explored the retail landscape of tomorrow. Behind a magic door Retail aficionados found a hyper-real, personalised, technology-enabled installation that let them see, smell, touch and taste the future.
Campaign created the concept, branding and worked with the constraints of the existing spaces at The Future Laboratory’s 18th-century Spitalfields headquarters to create a series of magical and transformative environments designed to heighten the senses, create anticipation, encourage focus and allow for engagement.
"If this is the future of Retail- relaxed, light-hearted multi-sensory one-on-one service, personalised products, I look forward to it. I hope brands were taking notes." Fleur Britten, Senior Commissioning Editor, Sunday Times Style
Campaign's work with Christopher Bailey to create a range of Burberry furniture and establish an environmental language, allowed us to go on to develop interior concepts for Burberry's stores worldwide. The first of these stores, Burberry Brit and Burberry London, were opened on New York's Madison Avenue.
Taking inspiration from the traditional Georgian townhouse Burberry London evokes the rich and refined atmosphere of a heritage inspired interior. Reflecting the quality of Burberry’s London Collection, a palette of dark timber, polished black chrome and smoked glass furniture is used to accentuate the mood.
Campaign were briefed to define and manage a worldwide roll out of a retail language for the new Burberry Beauty make up range across all environments.
We collaborated with Christopher Bailey to design the Burberry Beauty product display system for all stores and concessions globally. Campaign have delivered a comprehensive service for this project: design; roll out bible; launch film; prototype management; design of individual concession stands across 42 locations around the world. This has been managed and developed with the Paris based licensee, Interparfums.
The inspiration was based on the principals of modernist architecture, creating an elegantly understated collection. The design and product display considers the Burberry aesthetic alongside functionality in this market. It was important to reflect the Burberry heritage in the furniture designs
PROJECT: Triple award-winning flagship store design
BRIEF: To create, produce and deliver a unique, award-winning Flagship optical store
ABOUT: In stark contrast to the conventional clinical white box of traditional opticians, Campaign created a dramatic interior for the London flagship store of global eyewear brand Kirk Originals.
Taking inspiration from the brand’s latest Kinetic collections, a series of larger than life lenticular printed eyes are suspended in the front window, simultaneously winking and catching customers’ eyes as they approach and enter the store. A sense of interaction continues inside, as a wall of sculptural display heads runs the length of the store, providing a ready-made audience to enhance the instore experience. These ‘winkies’, 187 white powder-coated heads, each wear a unique frame and can be tilted and re-positioned to create clusters of onlooking craning heads.
PROJECT: A traveling bar experience which saw 12,000 visitors in 4 days
BRIEF: Pernod Ricard Havana Club International asked Campaign to create a traveling bar experience to showcase the famous Cuban rum cocktail- the Mojito
ABOUT: Campaign worked with M&C Saatchi Sport & Entertainment to create The Havana Club Mojito Embassy. The Havana Club Mojito Embassy reflects the renowned Cuban brand’s heritage and authentic roots whilst bringing a flavour of contemporary Havana to the city. Campaign’s design features a series of multi-sensory spaces filled with coloured lighting, scents and fresh produce to encourage guests to explore and discover the world of the Havana Club Mojito Embassy.
Individual elements including a striking façade, illuminated sign, hand-painted graphics, reclaimed materials and re-purposed furniture have been crafted and come together to bring the authentic Mojito experience to life and capture the party atmosphere of Havana.
"This is brand activity entering the realm of the 'must-go' destination bars." James Davidson, Editor in Chief, We Heart
We teamed together with the British Fashion Council to design and showcase the Chinese designer, Haizhen Wang SS16 collection on the runway through the platform of the UK-China Year of Culture. With the idea of creating a sleek and simple catwalk to highlight the beauty of the line we put together a white and black concept for the client which worked well against his striking colours and eccentric layered textured cuttings. The venue filled 180 guests at the incredible Hospital Club in Soho.
As a Chinese fashion designer based in London, Haizhen won the fashion fringe festival in 2012 and then made his name shown on the official calendar of LFW for 3 continuous seasons and also made the closing shows in Shanghai Fashion Week on April 2013 and October 2014.
PROJECT: Textiles Trade Fair
BRIEF: To create the focal exhibition space at the International Textile Trade Fair, Heimtextil
ABOUT: Campaign was commissioned by trend forecasting agency The Future Laboratory to create an installation, wayfinding and graphics for Heimtextil the international textiles trade fair in Messe Frankfurt – a survey of emerging trends, attitudes and inspiration influencing the designer and consumer in 2011-12.
The installation is a forest of 8m suspended rope, within which emerge four enclosures, each one devoted to one of the four themes: Utility, Wilderness, Mix-Mash and Sobriety. The forest acts as a unifying landscape in which to discover the individual enclosures and focus the visitor’s experience.
PROJECT: Nike 1948 Store concept with moveable digital screens
BRIEF: To create a multi-functional store environment acting as a premium store and brand events hub
ABOUT: Campaign was asked to redesign the 1948 east London Nike store taking it from its pop-up origins to a become a destination for Nike afficionados and the creative local community.
The 1948 Studio (named after the year London last hosted the Olympics) functions both as a premium retail space and an epicentre for Nike to project its live content globally. The design of the space is flexible allowing for hosting events alongside retailing and with community areas encouraging customers to engage and spend time with the brand. It includes live performance spaces, moveable digital content screens, a library, lounge, gallery and cash desk that doubles up as a DJ booth.
London-based Spring Studios launched its New York multidisciplinary studio and event space in 2015
Spring Studios New York is the new premiere global hub for fashion. The 130,000 sq./ft. space includes 7 full service studios, 9 luxury green rooms, gourmet restaurant with cafe, bar and private dining, curated gallery, cinema, library, offices and a 12,000 sq./ft. green roof terrace.
Campaign were commissioned to design the 9 luxury apartments servicing the loft style studios for photoshoots, film production and fashion show events.
Each Apartment contains hair and makeup studios, stylist fitting rooms and state of the art production suite facilities. While VIPs are catered for in the luxury lounge and dining spaces. Continuing the industrial aesthetic blackened steel joinery, large-plank Danish wood flooring and black metal frame glazing are used through out creating a gallery level finish.
PROJECT: Foldaway Bookshop
BRIEF: To create and build a specialist bookshop for the London Festival of Architecture 2010
ABOUT: The naming, logo and interior design for a pop-up specialist bookshop was created for the London Festival of Architecture 2010. Foldaway Bookshop celebrated the art form of the printed publication and created a key destination and sociable hub to welcome visitors to the festival. The walls, shelving and sales counter of the bookshop are constructed entirely from cardboard and were recycled at the end of the festival.
Inspired by the open pages of a book, sheets of cardboardwere folded and pleated into a concertina along all four interior walls. Lengths of cardboard inserted horizontally create sturdy shelving to house a variety of publications. A fabric ribbon ‘bookmark’ beginning on the facade winds through the space.