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Kinnersley Kent Design has created the


store identity and interior design for Mint Velvet, an exciting new womenswear brand. The consultancy was commissioned to


create the first ever environment for the new brand to work across concessions and as a stand-alone boutique. It was essential to create a personality


to capture the essence of the new brand. Aimed at the 30 plus age group, Mint Velvet has created a womenswear brand that offers relaxed glamour and expert style advice at accessible prices. Founded by Liz Houghton, Lisa Agar-Rea and Jane Rawlings, the trio focused their passion on creating a niche brand, which would inspire women to express their inner confidence in easy-to-wear pieces. The founders’ vision is based on


‘Looking good, effortlessly’. This theme is embodied everywhere; from the product range where fashion, accessories and knitwear are of a good cut and fit with interesting textures and an underlying attention to detail, through to the service aspect. For example, shop assistants are called stylists and are trained to advise clients on key pieces and the different ways in which they can be worn. ‘Looking good, effortlessly’ is a


philosophy that unites the brand with the interior. Kinnersley Kent Design captured this principle in the store environment. The interior is modern and relaxed,


whilst also tactile and sensuous. The consultancy created and identified several key elements that make up the signature of the Mint Velvet brand and environment. The signature colours of charcoal with


highlights of mint green are evident everywhere, from the natural grey-washed timber shelving and display tables to the green ticketing. Velvet lined


Looking good


Kinnersley Kent Design’s scheme for Mint Velvet fixtures and upholstery adds a touch of


glamour, while the mixture of matt and gloss finishes add contrast. Attention to detail is expressed through little touches such as brass highlights at various touch points, and the ‘MV’ signature, designed by Kinnersley Kent Design, imprinted on tables, cash desks and accessories. The eclectic mix of furniture and props


are a carefully selected amalgamation of old and new, made of key pieces from different eras and styles. Vintage display cabinets contrast with contemporary modern pieces. The clean lines of the bespoke fixtures add a touch of cool, while the use of oversized velvet curtains add glamour and soften the mood. Signature lighting is customised with handwritten messages to add a personal touch, while soft seating and large leaning mirrors make up the final brand elements to complete the boutique look and feel.


Glenn Kinnersley, partner at Kinnersley


Kent Design, says: ‘The feminine and sensuous boutique feel for Mint Velvet differentiates it from the high street and makes it stand out in a concession environment. The challenge was to achieve that fine balance between creating a relaxed and glamorous environment without being intimidating. We believe we have given it the right edge and confidence to clearly distinguish it from other brands, without shouting about it.’ Mint Velvet’s brand director, Liz


Houghton agrees: ‘Kinnersley Kent Design has interpreted the mood and feel of the brand beautifully using luxury textures and sophisticated colours whilst retaining a warm ambience.’


Contact 020 7691 3131 www.kkd.co.uk


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