Dwell is a home furnishings retailer offering cool, urban design. They had an opportunity to take a site in the Westfield Centre at London’s Shepherd’s Bush, but needed to demonstrate the strength of their concept to the landlords… and in double quick time.
We visited the Westfield Centre with the senior management team from Dwell, to photograph the unit and talk through the concept. At the time it was a construction site, and the unit was no more than empty shell.
Over the next 48 hours we built this store concept using Adobe PhotoShop and finishes, materials and products from the Dwell range to suggest a glassy and elegant well-lit interior.
Landlords like Westfield make very particular demands about how their tenants exploit their shopfronts, so we had to absorb and follow these guidelines, whilst also meeting the aspirations of the team at Dwell, and taking into account the practical constraints of designing something that can be executed.
The outcome was that the design was accepted by Westfield, Dwell took on the lease, and the finished project looked pretty like the visual – although the stock density is significantly higher!