In 2009 many Joseph stores were redesigned to communicate a novel creative approach from the new management team at Joseph. We were invited to redesign the shop on Old Bond Street.
We interpreted the black and white palette of the Joseph logo into a mix of distinctive finishes throughout the store: burnt black wood contrasts with white cracked plaster walls, a glossy concrete floor and inflatable anemone-like dressing rooms. These finishes juxtapose the beautifully designed clothes in rich fabrics.
Movement is introduced throughout the store in a number of ways to bring the clothes to life: a LED installation plays Joseph fashion shows on the stairs; a clothing conveyor system at the back of the store displays collection highlights; and fans make the clothes shimmer on the hangers.
Based on the success of the Bond Street redesign, we have been invited to create a new interior for Joseph Paris, on the prestigious Rue Saint Honore.
