Projects Focus
Main Image and Below: Jaegar’s new flagship store designed by Elemental Design
A major challenge was taking an old, not very well‐maintained interior, and reviving it, on a modest budget; appropriate for these times.
Elemental design was asked to complete this project in breakneck speed – just four weeks. Gary Porter, founder of Elemental
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ready to‐wear, accessories and jewellery from the best of Britain’s young brands, including Preen and Mawi and Charlotte Taylor.
This project is a great example of a team with a combined vision, working together to execute a well thought out design with
I was so honoured to win this project; it’s exactly the platform Elemental wanted, to demonstrate our flair for sophisticated, contemporary store design.
Design, who passionately directed this project, said “I was so honoured to win this project; it’s exactly the platform Elemental wanted, to demonstrate our flair for sophisticated, contemporary store design. Working seven days a week, ridiculous hours, we found a major piece of inspiration from a simple vintage screen; I bought from a Lisson Grove, mid‐century dealer. Apparently the patterned screens had once graced a nightclub in Milan in the sixties.” The subtle pattern features throughout the scheme, most obviously on the floor. Due to the tight schedule and demanding brief the team had to work to its strengths. Samantha Taft, Head of Design, brought a wealth of knowledge in retail interior design and the team was also expanded with members who brought in in‐house shop fitting as a skillset.
The Concession Gallery also features the Boutique by Jaeger range and includes
the highest attention to detail. Their use of creativity has transformed the store and answered the brief set to them. As in all creative professions, the ability to think outside the box and create something new, interesting and also functional is a must. With retail interior design the scale of the projects are so large it is important to make sure the design is consistent and that each section of the store works both on its own and with its surroundings. Retail technology may not always be about making something aesthetically beautiful but software that can alleviate time consuming jobs for staff, does hold some beauty, just in a different form. Creative flair comes in many forms and I really do think that anything designed, invented, produced, to make our shopping experience better deserves any credit due.
Contact Cybertill T: 0800 030 4459 W:
www.cybertill.co.uk
Sheridan&Co T: +44 (0)207 486 7499 W:
www.sheridanandco.com
Elemental Design T: +44 (0)20 7733 7793 W:
www.elemental.co.uk
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