A new look for British retailer Russell & Bromley.

Known for their heritage and craftsmanship spanning decades, Russell & Bromley were keen to celebrate their quintessential Britishness with a new look for the opening of their Hampstead store in London.

Fortunately, having worked with the team since 2019, we knew exactly what design concept would work to elevate the unmistakable Russell & Bromley brand and 'celebrate the exceptional in the everyday'.

The concept we came up with was derived from the 'London village' aesthetic that Hampstead epitomises. Pretty boutiques with appealing shop fronts in a traditional conservation area. This was to be the first of the new concept stores to open and so held a particular significance for paving the way for future openings.

Pared back and elegantly presented, the goal was to fit seamlessly into London village life. We focused on subtle yet clever story-telling design details throughout to create an appealing shop front and interior that would sit perfectly within the traditional conversation area. Attention to lighting was crucial in accentuating the key design elements and product and is the result of working closely with Shoplight, a UK retail lighting design specialist.

The Hampstead store stands out for its soft and tactile finishes of clay pitter renders, coloured concrete with polished brass highlights and linear shelving. A sculptural cluster of mindfully curated mid-level shelving artfully display the signature shoes. This architectural approach to positioning display elements lets the beauty of the original Hampstead building shine through. The imperfections and historic features of the building, made up of two shopfronts combined into a single store, are clearly visible and bring a delicacy to the environment.

We like to think that the new store balances softness and heritage, resonating from both the building itself and the craftsmanship of the shoes, exceptionally well.

Dave Dalziel, partner at Shed, says, “Our partnership of five years with Russell & Bromley has been a journey of evolution as together we navigated the ups and downs of the high street and now present a new design vision that’s befitting of the retail landscape today. Russell & Bromley is a stalwart of British fashion, with a heritage spanning decades, and we’re celebrating this through the new design concept. Craftsmanship combined with delicacy for a new type of intimate boutique.”

George Williamson Head of Estates at Russell & Bromley adds, “The launch of this new Hampstead store is an exciting milestone for the Russell & Bromley brand. The unique, conceptual design of the store created by Shed, reflects a new blueprint for how the brand will now be conveyed. This is particularly important as we plan for further UK expansion and overseas growth, knowing that design will play a crucial role in how our brand is perceived and embraced in new communities.”

Next level social gaming.

For their most significant opening to date, State of Play Hospitality turned to Shed to come up with a fresh design concept for Bounce that would tick two big boxes – take social gaming to the next level AND put the sport of ping pong on the map.

This was to be a complete brand transformation flowing through to the interiors. Shed guided State of Play Hospitality through it all. And the end result, a fresh new look that’s more than capable of delivering next level experiences.

Toby Harris, CEO of State of Play Hospitality, operator of Bounce, says: “It's long been a goal to relaunch the Bounce concept with a fresh new design and I'm over the moon with the results.”

How did we do it?

Sports hall brutalist architecture combining with the burgeoning sporting prowess of ping pong - that what’s the new Bounce Battersea is all about and then some.

We knew full well what design elements were needed to reach new heights with social gaming for Bounce. The perfect heady mix of a good dose of healthy sporting competition, whilst socialising with friends, all taking place within the iconic Battersea Power Station.

Paying homage to the industrial exterior and Turbine Hall B, both relics of the brutalist architecture of the 1950s, the design for the interior is inspired by an unapologetically brutalist, no-nonsense sports hall, but with a playful edge that pulls on ping pong’s chic parlour game origins. The design elevates ping pong as a sport, and all there is to love about it.

Concrete tiled floors and concrete-effect walls nod to the industrial-style yet, bold artwork and contemporary wooden panelling bring a degree of warmth to the space. The bold use of geometric patterns, colour blocking techniques and subtle references to the game, are unmistakeable throughout. Even the toilets are not overlooked and form part of the experience.

Ping pong has levelled up. There can be no doubt.

Dubai is one of the world’s fastest growing and most innovative mega cities, with a liberal attitude to culture and lifestyle which sees itself at the cutting edge of style and trend. Level Shoe District, Dubai Mall, is the world’s biggest shoe store, in the world’s largest mall and Shed’s interior designers and architects designed it.

An unimaginative area of Dubai Mall named the ‘Gold Souk’ was demolished in 2010. Owners Emaar Properties didn’t have a ready solution for this large 10,000sqm + floor area. They turned to the Middle East’s trusted fashion group Chalhoub to realise a concept to both literally and metaphorically fill a retail void. Bigger than a Department Store but only a modest part of the vast Dubai Mall, this size felt different and demanded a different response imagined through clever interior design and architecture.

Sheds’ approach was to marry product characteristics to their immediate surroundings. It was imperative for the shopper to intuitively move towards ‘their’ product choice via a series of ‘pavilion’ based environments in which to anchor the customer. These pavilions in the retail design reflected the spirit, aesthetic and sometimes material palette of the product itself. Compelling series of Pavilions which allowed a seamless movement between different shoes category environments.

Comprising:

Shoe’s from 250 different designers.

40 in-store boutiques inc. Dior, Prada, Louis Vuitton, Christian Louboutin to name a few.

In store pop-ups for new designers and trends.

Limited edition merchandise.

Women’s VIP lounge.

Shoe tattoo bar.

Special live events and designer appearances.

A truly immersive, dystopian-inspired gaming haven.

Nick Stringer, co-founder and lead designer at Shed, says, “If you’re going to launch a new hospitality venue today it has to lead with design, and that’s what Adventure Leisure trusted us to do when the idea for a new venue first came up.”

BUNKERS draws inspiration from its gritty urban surroundings to present safe passage to a world of gaming escape. A series of discoverable dystopian ‘districts’ that nod to gaming nostalgia and play on futuristic-world undertones.

The districts, each one unique, come together to offer games such as crazy golf, electro-darts, pool, ping pong and shuffleboard. This expansive pixelated gaming world is a whopping 22,000 square feet and has the sole aim of resetting, recalibrating, and refuelling the people who venture in.

More than ever, this dystopian vision is present in not one, but two, crazy golf courses that feature ‘Dreamscapes’ that go way beyond the imagination of what’s conceivable in a secret bunker. Surprising, challenging and deceiving in equal measure, these two courses are at the very heart of this world. Players are exposed to a nostalgic past as they travel through the buzz of the 70’s disco cool with a visit to Studio 54, onto Razzle dazzle electro 80’s, a barren Neon Graveyard then hit the first moon landing at the out-of-this-world Space Traveller hole.

Shed partnered with Bluecrow Projects, Bluecrow Metalwork and Bluecrow Joinery, who together realised the intricacies of the design in the build.

Andrew Scholey, Operations and Development Director of Adventure Leisure Ltd:

“BUNKERS Romford is an impressive venue and design played a crucial role in not only pulling the whole space together to feel like one immersive world, but in defining a new concept that will make BUNKERS stand out in the market.”

“The Bad Boy Burger Behemoth”

Scott Collins’ perspective on this brief was simple, he wanted the world’s best burger eatery, one that screamed America but an America of the Ramones, CBGB with a big undercurrent of Hunter S Thompson and Shed was the perfect design and architecture studio to execute it.

Since being described as an original standard bearer of the London dirty burger revolution, MEATliquor approached Shed in 2010 desperate for a permanent home. Food truck origins coupled with the now iconic ‘Dead Hippie’ burger were the raw ingredients. Shed’s dystopian interior design blew the doors right off their hinges in an anarchic punk diner. A look and feel often copied but never equalled.

Shed’s interior concept has simple ingredients: a unique idea for each site born of location, mix in a large portion of debauched anarchy and a no-nonsense approach to the operations and it gave Shed latitude to develop a visual language now synonymous with the MEATliquor brand.

Fast forward a decade and the original pop up in a disused pub seems a fond but distant memory. Now MEATliquor & Shed have opened 15 permanent sites and have stamped an unforgettable style into Burger folklore. A journey that charged out of London to Singapore and back again. Narrative varies but attitude is the same, pseudo Sistine chapel, a George Orwell garage, Debauched seaside pier, and a sea shanty in Singapore, Shed has moved MEATliquor into a chain of 15 successful restaurants, its own radio station, a bowling Alley, where to next?...the world!?

“Shed nailed it on the first site and have been part of our team for over a decade. Their design has become synonymous with MEATliquor, truly capturing the brand sprit from conception to delivery.”

Scott Collins Founder

Awards

Restaurant R200 awards Winner,

Casual Dining Restaurant & Pub Awards Winner,

British Street Food Awards Winner,

Restaurant and Bar Design Awards shortlisted

Lotte is South Korea’s major luxury retailer with department stores across Asia. For their first major new project in seven years, they looked to the contemporary and progressive international design style of Shed to reimagine ‘a different kind’ of retail experience for their customers in Dongtan. Not only was the brief to design a multi-floor concept they hadn’t imagined for the brand before, but the space was to be the largest store in the province at 246,000 sqm and was to attract high-end retailers such as Chanel and Dior.

Drawn to our ground-breaking projects for prestigious retailers Harrods, as well as imaginative story-telling for Level at the Dubai Mall and the Shinsegae department store in Seoul, Shed was appointed lead interior architects to conceive the unique retail design for three of the main floors.

The challenge: each floor was to be distinctly rich in character and depth of experience, yet all united in their aim to offer a customer-first experience.

The result: Story-telling design at its finest, with each floor creating a memorable and distinct shopping experience: the flowing shapes and forms of the Women’s Department inspired by the natural world leading to the hidden sculptures and sanctuaries in the large outdoor terrace, to a magical journey through children’s folklore and curiosities in the Children’s Department and then the surprising nod to the past with designs for the Sportwear Department derived from the historic amphitheatres of the ancient Olympics.

Lotte Dongtan, floor by floor

Floor 3. Dedicated to women’s contemporary fashion and hosting local, premium brands curated for the Lotte customer. The retail space opens out onto a large terrace, the first Lotte designed outdoor space, with flowing grasses, hidden sanctuaries and sculptures. Shed brought the outside world in by connecting retail and terrace landscapes though the use of natural materials and forms, all reimagined through a luxury lens. The result is a natural haven of luxury retail for the modern mindset of the Dongtan women.

Floor 4. A story of two halves with both a Menswear and a Children’s department. Shed celebrated the divide by creating two distinctly different worlds connected by a liminal transition space - the ‘Gateway’. The Children’s Department is wrapped in playful architecture taking you on a journey of children’s folklore and curiosities to pique the imagination of children and adults alike. Menswear is a different kind of exploration: A rich mix of past, present and future creates a destination design landscape.

Floor 5. Anchored in the historic origins of sport, the narrative of the design is derived from the amphitheatres of the ancient Olympics. Housing all things sport, this floor is unapologetic in its use of bold graphics throughout and is anchored by a central amphitheatre. The brands sit playfully in a re-imagined lunar city scape of the future.

The story-telling continues with Shed’s unique design for Lotte Seoul…

Atop the dramatic Uluwatu Cliffs, sits an absolutely stunning location boasting some of the world’s best surf and killer views to match, sunsets and breakers roll in from the western horizon. Shed was invited to design the Ulu beach club, cliff bar and lush landscaping. Attitude is boutique but punchy, inspired by a new generation of one-off destination venues that dance to the beat of their own drum.

Described by Tatler as one of the best private clubs in the world, Ulu has quickly become a firm favourite on the international club circuit. When superstar DJ Carl Cox turns up to host his own party you know you’re doing something right.

Shed knew to be relevant the right recipe was needed to stand-out form the Balinese resort scene.

Part Beach: Laid-back vibes and a nod to Uluwatu’s surf heritage.

Part Natural: Celebrate location materials, foliage and craftsmanship

Part Jet Set: All the panache of an International Member’s Club.

Enter through the main clubhouse and let the view reveal itself in unparalleled beauty. Villa accommodation left and right flanks a clever mixture of bar, restaurant and poolside lounging. Villa décor themes are playful, ‘Beach’ villas reimagine the 70’s ‘avocado suite’, palm wallpaper with dressing gowns to match and a swing in shower. ‘Club’ rooms inspired by a Panama Penthouse; luxurious tropical furnishings in navy, coral, brass paired with rattan wardrobes. ‘Natural’ Villas celebrate material and craft, monolithic slabs of timber and stone form surfaces patterned Balinese fabrics.

The Cliff Bar and Restaurant offers tiered dining with fantastic sea views. Shed’s restaurant design concept included new timber and rattan pavilions that provide a soft dappled shade. Furniture is hand crafted and an eclectic mix of styles: Mid-century rattan is paired with bold Hawaiian print, soft tertiary colours provide a changing landscape of personality.

Ulu Pool is the site centrepiece, we give a nod to mid-century geometric forms and pastel furniture. Loungers and bespoke sunshades arranged in ‘sets’ around the pool, make the perfect to see and be seen. A bleached yellow diving platform is for posing and drinking in equal measure. Two cantilevered terraces flank the cliff edge with neutral umbrellas and deep sun loungers. Cocktail trays are a considerate addition, ready for sunset drinks.

Save the best till last, Ulu’s jewel in the Cliffhouse crown is hidden below out of sight. A winding stair leads to the secluded rock bar. The inspiration here was simple: The stunning natural beauty of the rock outcrop rising above the crashing waves of the ocean. Interior design is rustic and raw. Bleached timber decking and a bar set into the rock. It’s a fitting place to finish discovery of this very special project.

Ben Jones - Owner

“Ulu Cliffhouse has redefined the Bali beach club scene with world-class music, design, food and beverages.”

The newest and craziest Birdies yet. Birdies Angel brings the kaleidoscopic, luminous world of crazy golf north of the river to Angel, London.

Having won the 2020 Restaurant & Bar Awards for outstanding hospitality design, our brief was to go even crazier this time around and solidify Birdies prominent position in the competitive socialising arena. And that’s exactly what we did.

This brand-new 9-hole, 500m2 course at Angel Central is a world of surprise and illusion, where each of the 9 holes have been designed to open a door on a different aspect of Birdies’ distinct world of illuminance chaos. Lighting design is integral to the overall experience, with exaggerated colours, movement, and a constant dark-to-light shift that draws people along this immersive landscape golf course. Surreal and playful, each hole presents a challenging terrain and uses a kaleidoscope of colour to create a thoroughly immersive sensory experience like no other.

The centre-piece is the neon pink bar, known as the venue’s 10th hole! Designed to emit a warm, pink glow to entice punters for a well-deserved drink after play, this socialising space is a welcome sight whether people win or lose.

Dave Dalziel, partner at Shed, said, “Design is the differentiator when it comes to designing successful hospitality and leisure spaces. Especially in the world of competitive socialising, design packs a punch on the element of surprise and creates a gateway to a world of illusion.”

Hole-by-hole

Hole 1 - 'Hole In One' reinvented

An evolution of the successful first hole. A visually deceptive and unexpected outcome guaranteed! Luck has it… which outcome will get you closer to the final hole. A yellow and black spotted cavernous experience and an introduction to the graphically crazy and abstract surreal world of Birdies.

Hole 2 - Hazard

The popular ‘Hazard’ hole. A simple take on the well-known golfing term flipped on its head, this hole has electro vibrancy aplenty taking you through a reflective chevron tunnel. Ask yourself what really is the hazard here!

Hole 3 - Wing It (NEW)

Can you wing it?!! The iconic Birdies bird stands tall towering over this newly-designed hole. Your only route is up the ramp but how far and where it ends on its return is really a case of really winging it (with a large dose of luck thrown in!) Watch out for the mushroom obstacles on your return.

Hole 4 - Green (NEW)

A fully immersive room of a single, dominant colour…you guessed it, green, the hole is aptly named! Play your way through obstacles and challenges in this world of green illumination. You name it it’s green in this hole design. No other colour will do.

Hole 5 – Velocity

This iconic hole is a firm favourite. The Velocity hole with its tee off ramp and gravi-track is sure to get you in a spin as the kinetic energy takes hold. Once you achieve the ramp it’s down to luck where you end up. Wait in anticipation to see if your shot is a winner or loser in the hands of the retro inspired contraption hole.

Hole 6 - Steps

A popular return for this geometric Tetris-effect hole with hidden mouse hole openings and internal ball routes leading to unexpected places.

Hole 7 - Infinity

The longest hole that goes on and on into infinity. With mirror tricks and sequential flashing lights this tunnel is like stepping into a warped space age future where a simple play through is anything but. With hidden cambers and undulating floors, infinity sure is a place out of this world.

Hole 8 - Bunkers 2.0 (NEW)

A reinvention of the classic golfing term. Playing from low to high, chipping your way up through the bunkers and palm tree jungle. The Miami-retro inspired take on the typical golfing hazard is sure to raise a few eyebrows amongst the golfing set.

Hole 9 - Roulette

The final hole and it’s a two-player roulette vortex. Feeling lucky? You could win or lose on a single shot here. With its giant bingo ball light you know this final hole could be make or break for the win. Time to hold your nerve.

Bucking the trend for ‘big-box’ impersonal gyms, Optimo is a super-premium gym focused on elevating fitness within the setting of a boutique private members club.

The initial brief to our design team at Shed involved the full 360 branded design work including new Optimo brand, architecture and interiors. The goal was to develop a next level, international standard fitness environment in Riyadh that would transform the local market as well as stand up on the global stage. Being over-subscribed prior to opening means we certainly hit the mark.

Owned by the Saudi Arabia’s Armah Sports Company, Optimo caters for a discerning clientele that wants to train hard, but in a discreet and exclusive environment that promotes wellness and tranquillity in a luxurious space.

Design is central to success, and gives Optimo its status in the region.

The exclusive tone is set on approach from the highway with a distinct architectural facade that defines the brand. The key signifier of the ‘Elevating motion’ scheme and the kinetic appearing blades that ripple across the exterior not only echo the brand visual cue of celebrating motion but provide a brise-soleil against the sun and much needed privacy.

Inside does not disappoint either. Swimming pool, state of the art gym equipment, carefully thought-out fitness classes and a home-from-home co-working space all under one roof, with the feel and spirit of an exclusive boutique hotel. The choice of materials from mix metallics, performance fabrics, leathers and velvets support the desire for the illusion of motion, always with a nod to heightened luxury.

Abdulmalik Alhagbani, Co-founder & CCO, Armah Sports says, “This is the second time we have worked with Shed to bring our vision for fitness to life, this time with motion and luxury at the centre of the Optimo brand. The reality has more than met our vision.”

Whilst The Office Group’s (TOG) business model remains precise and consistent, the building types presented vary considerably and require a specific response. TOG stand for championing design solutions and quality workplace environments to keep them ahead of the competition. Shed deliver on that premise and much more.

We’d known the owners at TOG personally for some time. Our friend Charlie Green was always keen to pick our brains as his business grew exponentially from Rivington Street to worldwide locations.

Fast forward five years and Charlie asked us to jump in and help on a site which is now Angel Square, the rather dated 1980’s post-modern office block above the tube. Shed brought a compelling new narrative to the way The Office Group build, it was a strong start to our now decade long design relationship.

We felt that whilst TOG has a strong folio ‘look’, the Angel site demanded a different response. We used the cult ‘Memphis’ vernacular of the mid-eighties as a way of both complimenting the architecture but shaking TOG out of there design comfort zone to great effect. It was brave but re-inventing the interior design narrative in an ever more crowded co-working market, fits the bill perfectly.

Shed has subsequently delivered compelling schemes for Marylebone Station and Belle House, Victoria Station which harks to the grandeur and elegance of its luxury British Pullman service to Europe.

“Shed has worked on a number of projects for TOG. They have a strong intuitive approach and a brilliant eye for design. They focus on detail but get the bigger impact that their work can have on users of space, both with how the space looks and how it works. We’ve pushed them on very different buildings and they’ve pushed us! Shed always adapt to the audience and architecture of our buildings brilliantly!”

Charlie Green, Co-CEO, The Office Group

“Nick Hart’s rich and varied ‘out there’ vision twists mid-century design references, musical icons and popular culture into his (and hopefully your) very own perfect world”

In fashion, first impressions count and from the moment Nick Hart planted his huge leather bound scrapbook in front of the interior designers on Shed’s meeting table we knew we were going to work together and Shed was entrusted with designing Spencer Hart’s London flagship. The journey exhilarating, the result the ultimate men’s emporium of cool. An out there expression referencing icons from different eras Miles, Bowie, Sinatra, Hopper and Warhol, object’ galore, a concept of hip yet urbane masculinity.

Shed realised a compelling narrative, transitioning from day through night. Spaces lit under the metaphorical hot sun of Palms Springs, the ‘light’ and day of the scheme. Books, music, film, art are presented as integral parts of the retail design experience. Customers are encouraged to browse, purchase or just chill with a martini.

Enter the basement through a secret concealed door, its altogether darker and naughty elements of a decadent Vegas nightclub emerge, strictly invitation only. Mood music immediately changes into an after-hours club, befitting the Rat Pack. Midnight blue velvets and chocolate walnut walls resplendent with what looks like machine gun bullet holes. A whiskey den meets vintage watches, exquisite tailoring and comfortable leather banquette accommodate P Diddy or the late David Bowie, everyone’s music hero.

The brand mark, gleaned from the 50’s feature wall, helps packaging and retail interior deliver a holistic vibe of mid-century cool. A ‘brand’ refresh born of ‘interior’.

A stunning, sculptured wall reminiscent of Palm Springs’ Parker Hotel amongst others cuts through the interior. Backbone to the space, it gives an iconic presence, the essence of which has now been applied to several elements of the brand’

Shed re-worked the brandmark, designed the Palm Springs cologne and underwear packaging. The Palm Springs narrative enabled Nick Hart to successfully move into new lines for the business.

A first for the Kingdom of Saudi Arabia, Armah Sports Company introduces the B_FIT smart gym club. Breaking the mould for big box gym stereotypes in the region.

B_FIT in Jeddah combines the latest smart cardio and strength technology with offbeat individualism design typically found in popular athleisure and sports lux fashion brands. The outcome is an inspirational and motivational 40,000sq ft space that seamlessly pulls gym members through zones from the gym floor, to cardio, to the 25m swimming pool, as well as a co-working space with smoothie bar and the indoor running track.

Shed conceived the overarching brand position, business identity, architecture, and interior design for B_FIT, delivering a progressive take for a client with innovation at the heart of the concept. This technology-fuelled gym playground is a good example of design providing the perfect backdrop to new technology innovations that heighten fitness performance.

Incorporating a touchless facial recognition system for entry and virtual reality and augmented reality offerings in the Innovation Lab, gym members can explore new ways to be active and try out simple fitness gamification. B_FIT is the world’s first health club that utilises Amazon’s Alexa, where members can book classes and review trainers’ schedules and bios through this popular virtual assistant technology.

Abdulmalik Alhagbani, Co-founder & CCO, Armah Sports says, “We are proud to have partnered with Shed to support us in developing a world-class concept that we believe is not matched by any other fitness club in the world. Shed has cracked a concept that differentiates us, with customer experience at core of it.”

Harrods remains the world’s greatest retail institution, a vast retail landscape always evolving. When Shed were hired we were simultaneously entrusted with a Toy Department design brief, which would touch the emotional hearts of generations past, present, future.

The brief was ‘Toy Department’, Shed made it the Toy Kingdom and in the first presentation to the Harrods board told a story of secret doors to undiscovered rooms. A world inhabited by a ‘Spirit Child’ in their own ‘Dreamscapes’. The narrative so convincing one inquisitive Harrods executive asked how Shed had found this secret doorway!?

These forgotten rooms were the backdrop for Dreamscapes imagined from the far reaches of one’s own nostalgic memories of bygone eras. They’re a catalyst allowing Shed to warp imaginary worlds into physical retail landscapes. Each dreamscape has its own unique spatial dimension, a mix of fantastical invention, unexpected and mesmeric worlds.

The Enchanted Forest, The Big Top, Wonderland, The Odyssey & The Reading Room all knitted together on a golden parquet trail reminiscent of a famous yellow brick road. Classic ceiling details carry trompe l’œil illustrations of fantasy skylines, clouds and planets. Each dreamscape a different manifestation of one’s imagination.

Harrods knew that Shed wouldn’t simply bring the narrative to their retail design concept. We interviewed the globe’s 25 leading toy brands and brought them on-board. Harrods directors need substance as well as stories, long held retail category issues with how customers had shopped were a bottleneck. The Shed team focused Harrods board on a ‘gender neutral’ environment where you shop by event not gender.

Shed’s justification was simple: Sales. Parents pay and pester power rules in the world of toys. Keeping a family intact for the shopping experience, heightens campaign orientated expo, avoids gender slipstreaming and simply put makes for a holistic superior experience.

After much critical acclaim Harrods Toy Kingdom won Shed the FX Awards; Creative Retail Winner

“The result was an amazing combination of traditional retail and surreal experiences that together form an amazing space. Simply put, the Toy Kingdom was just great fun to work on.’

'Shed created more than a retail offer this was a destination. Coming to the Toy Kingdom will be like a day out, and you need to be taken out of the real world to enjoy the reality of shopping.”

Mark Briggs, Head of Store Image, Harrods

Dreamscapes and The Big Top

Through the vast gates at the main entrance the first dreamscape is realized; The Big Top. Shed developed this theme by focusing on activity around an awe-inspiring, giant red and white big-top area where live presentations, interactive children’s shows and merchandising are showcased. To the left of the big top area is the candy store where various types of sweets sit in large copper vats and demonstrations will show sweets being made.

The Enchanted Forest and Wonderland

The Enchanted Forest follows on from here and a series of real yew trees and specially designed yurts, create the backdrop. Whispers from fairies and twinkling lights lead you round to The Wonderland where an imposing, multi colored series of canyons emerge. This landscape forms a stage for the miniature world of toy trains, cars and planes that journey effortlessly through these valleys.

The Odyssey

The Odyssey is an atmosphere derived from space that uses focused light and unusual sound to create a universe unlike our own. A grid of black and white pods, form plinths for a collection of toys from other worlds; lights housed in black domes peer imposingly from the ceiling and the floor turns to deeper shades to complete the contrasting effect.

The Reading Room

The Reading Room concludes the journey, perhaps with a more conservative tone yet always with a taste for the curious. The scheme lends itself to magical twists on traditional themes; heritage materials such as leather, wood and brass act as a backdrop to the talking bookshelves where stories can be heard. A beautiful, circular library dominates the scene and curved walls surround that are illustrated with images of fun and adventure. Books are abundant and stored in every alcove, while larger recesses house giant cuddly bears and other soft toys, ready for story time.

A compelling partnership between Project Zero and Sky Ocean Rescue brought their mutual agenda to the heart and minds of London bringing us the #passonplastic project - a topical, clarion call to restore the health of the world’s oceans and turn the tide on climate crisis.

Shed came in and designed a temporary retail installation to attract, engage and educate the public on the severity of the global issues of single use plastic. A thought provoking graphic take-over of something beautifully ugly. The narrative stimulates a simple but thoughtful provocation utilising our own bespoke graphic pattern as the design anchor.

Taking inspiration from the problem itself we developed and created a speckled terrazzo effect pattern made up of images and particles of common plastic waste found in our seas. Seen by the thousands of visitors at a distance as something quite beautiful, but provocative close up. Really the pattern is made up of waste plastic and further reinforces the issue at hand.

The intention is clear, shock the visitor in the hope of making them feel part of the problem but also offer a way to become part of the solution. Become your own ambassador whether through a small purchase, viewing the art or simply leaving your mark on the ‘message without a bottle’ wall.

This 125 sqm retail pop-up in central Soho, London, won recognition in the Dezeen ‘Small Project’ shortlist 2019. There was useful product to take away and spread the message (water bottles, tees & tote bags) designs by celebs Ferne Cotton, Harry Kane, Rita Ora, Mick Jagger, Cara Delevingne and Kate Moss, but it’s the message that remained the most important.

The client instruction was simple, put the ‘crazy back into ‘crazy golf’…it’s exactly what Shed did and won the 2020 Restaurant & Bar Awards for outstanding hospitality design!

A burgeoning scene of Competitive Social Play has burst into the millennials weekend agenda. Hospitality businesses have to evolve to remain relevant, a day through to night attraction. Come to drink, come to play the course, come to eat Mex-Asian fusion food. Unique, inventive with a kick, established through the a creative interior design scheme that Shed conceived.

In fact, Shed tore up the crazy golf rulebook and as a result Birdies leads the charge in competitive socialising design with its hybrid cocktail and crazy golf venture. Electro, oversized graphics, hot pink neon, a kaleidoscope graphic landscape. All in a disused railway arch next to the gigantic Battersea Power station re-development.

Nine holes, nine slightly surreal ideas, each hole born from a loose golf idea but pushed through the Shed filter and abstracted. Not always obvious to the player, it meant each hole experience relates to golf even when turned on its head.

The outcome? A successful, immersive and energetic experience that plays with optical sensory. Unique to hospitality design in its undulating landscape of fun, chaos, and immersive experiences. Pushing the boundaries of gameplay and a social go-to for the people.

Hole 1 – Hole in One (Three sides to every hole)

Deceptive illusion and multi-holes in triangular form give an opportunistic chance to gain an advantage. Get it right and you could get a hole in one. Get it wrong and find yourself having to navigate the long way round.

Hole 2 – Sweet spot (Sweet as)

Find your sweet spot and you can get round this course in its par 3. Navigate ‘All sorts’ through the icing covered doughnut and dripping ice-cream features, it’s about careful sweet play in a candy coloured oversized world.

Hole 3 – Hazard (!!!)

Get over the trough at tee-off and through the strip curtain and you’re deep into a real hazard hole. Mega fluro shape graphics emphasised with transition light change strip lights this hole is truly one big hazard.

Hole 4 – Strategy (Velocity)

Which route will you take? Hard and long up the ramp and gamble which way down? Or play it safe and take the obvious safe shortcut. 80’s kinetic games as screwball scramble and penny drop are the inspiration.

Hole 5 – Afraid of the Dark (Lights out)

An interpretation of the saying when a ball just rims the hole or an easy missed put shot. Taken to a new level a full hole immersive dark box. Watch out for the unknows and unseen in this black hole.

Hole 6 – Bunker (Dugout)

Play from the green grass lined bunkers and boxes through the course. Chip out and clear the abstract purple sand blocks and play through the fluro abstract cactus to find the hole at the end of the final half pipe bunker run.

Hole 7 – Steps (Two-Step)

Holes that run within the Tetris-like extruded block could leave you victorious or disastrous! Trippy contrast floor pattern deceives the natural clear line of your play. Find the hidden shortcut on the back return and it’s time to ‘step-up’ your game!

Hole 8 – Infinity (Infinity & Beyond)

Perceived as the longest hole, an infinity mirror with repeat transition light warp that just goes on and on and on! Accuracy is what counts, but don’t let the hypnotic illumination and graphic illusion trick you into thinking otherwise.

Hole 9 – Lucky Number (Fat Shot)

Win it? Lose it? In a one-shot opportunity. The lucky roulette style drop determines your final score. It’s a crazy game that can turn in a single hit! Pit your wits in a two player tee off and watch where you end up true roulette style! One shot, one lucky opportunity….may be?!!

There was a moment in early 2000’s when Vertu arrived on the world’s luxury scene and unashamedly sold mobile cell phones to the well-healed for tens, sometimes, hundreds of thousands of dollars. But remember, Vertu wasn’t a mobile phone maker per sei, that was the trick, it was the ultimate status symbol of its time. They were players and they wanted to grow fast…worldwide. Vertu were looking for interior design studio, Shed to take them there.

Shed’s luxury retail design credentials are strong, particularly in the Far East and US, so we were the obvious choice as design lead for this new retail estate. Shed created a new retail landscape, from jewellery box stores in scale to major city flagships retail outlets. Shed established them as a luxury product retailer in all the right locations. Milan’s Via Montenapolelone, London’s Bond Street, Raffles Singapore, Tverskaya Moscow, Rue Royal Paris to name but a few well know locations. However, our reach was wide delivering in the less fashionable Kahzakstan, Mexico and China. But those countries would become the new luxury frontier and we knew that all too well.

We built Vertu a luxury store experience where the customer interacts with product, selects from a library of bespoke finishes and learns about the Vertu brand simultaneously. Sales rose instantly by 160% with the opening of our first concept store in Singapore. Number of stores worldwide rose exponentially from 2 to 250 in 5 years. Sale conversion rate in-store increased threefold and the overall brand awareness transformed from fledgling retailer to a major luxury retail presence in every major world city.

This was genuine high quality, fast-paced retail roll out which delivered big time and every time.

New store concept design

Wholesale POS concept design

Global rollout 250 stores in 45 countries

Events and Launches

Office and all interior branded environments

Awards

Marketing Awards winner, Design Awards Winner, Design awards APAC runner up.

“Shed made it look easy. We saw the concept and loved it. Within months a prototype store was built, and the store roll out followed on from that. When we look back to the original acquisition strategy and compare it to actual customer behaviour it’s easy to see that we achieved everything set out in the original brief and more.”

Tricia Traynor (Retail Director)

The South Korean retail landscape is changing fast, instead of looking to neighbouring countries, the outlook is very much international. Lotte, Hyundai, Galleria each fight for market share, one of the trailblazers is Shinsegae, led by the indomitable Chung Yoo-kyung. Shed were on the radar after Madam Chung’s appreciation of the successful design of our Harrods Toy Kingdom concept and Shinsegae also demanded a globally recognisable children’s destination.

Following the success of ‘Young Contemporary’ Shinsegae returned to Shed for its new department dedicated to children at the Gangnam flagship. Mothers and baby up to early teens housing fashion, toys, gifting and services, 80 cover café, baby creche and soft play learning zones. Additionally, a new concept for the Boon Jr, a lux fashion sub-brand of Boon fashion, owned by Shinsegae Group.

So how do you capture a child’s imagination? Tell them stories of course...!

Our 5000 sqm interior design retail concept is essentially based around well-loved children’s fables, including ‘Little Red Riding Hood’, The Hungry Caterpillar and ‘The Tortoise and the Hare’. These classic stories inspire a series of abstract environments that define each retail category. Perimeter treatment is a calming envelope of soft curves in neutral materials, with custom flowing fin design.

Baby lounge is inspired by ‘Three Little Ducks’, with soft play zone and communal baby classes, where babies and toddlers can be looked after whilst parents shop or dine. Toy zone is based around ‘How to Catch a Star’ and takes inspiration from the lunar and night sky. ‘The Secret Garden’ story inspired the shoes and accessories where a woven mesh pavilion surrounded by product petals.

Shed projected Shinsegae’s strong statement of ambition and delivered their desire to be at the forefront of retail design with a real family experience in Seoul and beyond. Something for both child and parent. An architectural landscape of soft forms, flowing lines, retail pockets and brand zone journeys

Little Shinsegae was born.

“Shed truly understand the value of challenging traditional retail boundaries. Their strength of imagination, concept, storytelling and translation then into environments and spaces now means we have two schemes globally recognisable within our landmark Seoul building”

Jooun Um for Madame Chung

An explosion of artisan coffee in the late 2000’s gave the hipsters of the world new lifestyle symbols, part status, part daily routine. Any new entrant needed to announce itself with a strong high street presence imagined through stand-out interior design to draw people in.

Against this backdrop, founder Laurent D’Orey arrived in the Shed’s London design studio knowing he needed something different and something convincing in a crowded market. Shed delivered London’s newest coffee entrant with aplomb. This business story is richer though, Shed identified the authentic French artisan patisserie, viennoiserie, boulangerie offer enabling the brand to take a superior position in the market. With the food now coming to the fore, the offer was strong and it left the hipsters in its wake.

Laurent had a clear vision for the product, Shed had a clear vision for the interior architecture, we understood the ingredients and applied the same simplicity and consistency to the interior. Like the food there are statements to be made and a reputation for a rewarding food experience within the interior.

Concept aesthetic is derived from these strong traditions and heritage of the French boulangerie. Inspiration for the design is drawn from a simplicity of the ingredients, artistic craftsmanship of the baker and beauty of the end product. It was essential for Shed to celebrate these traditional values with a contemporary design spin relevant to the newly founded Orée brand. Bring the essence of France to the heart of London. Impress, but don’t alienate your local customer but offer a slice of Parisienne decadence.

Like a bakers’ ingredient, Orée’s palette is deliberately simple and natural. Soft hues of blue and oatmeal make-up the radial ceiling design; a traditional pattern outlined with decorative moulding details. Whitewashed timber floor is set against rustic timber joinery and striking Carrara marble tabletops. Furniture and finishing touches in black cut through an otherwise light palette. Fine brass detailing reference the artistry involved in the making of the product.

Orée has become different things to different people. To some it’s a community boulangerie, or a workspace, to others it is a tourist coffee stop en-route to the theatre. The success of the interior design is to be flexible and enticing to all in equal measure. The variety of London locations means Shed’s design is fine tuned to the market and location. The execution may vary slightly but the success of the result is the same.

Shed has presided over its conceptual start through to the first half a dozen locations, the brand will continue to grow and evolve but remain true to its origins.

Continuing the successful relationship with Margaret Dabbs, Shed were appointed as sole architect and designer for the brand’s second overseas health and beauty clinic, located in the luxury Alhazm Mall in Doha, Qatar.

The clinic encapsulates luxury wellness, inviting clients into the world of fabulous hands and feet, leading the way in pedicures and manicures. There is also a strong retail offer, allowing the spa experience to be taken home.

A soft interior scheme of polished gold fixtures, marble, stenciled polished plaster, and weightless sheer curtains with mood lighting delivers a tranquil and soothing environment.

Located on the first floor of a women only building at the mall, upon arrival you are greeted with a signature polished gold welcome desk, and bespoke velvet sofa designed by Shed. From here a clear vista through into the spa reveals the architectural form of the treatment rooms.

Enter the drum-shaped rooms through marble-lined thresholds and find private rooms for single or multi-person treatments. One of the drums houses a purified salt room, where the air is controlled and the walls are lined like a salt cave, to aid respiratory ailments as well as full body relaxation and mediation.

We have provided several routes for clients to experience the wonderful world of Margaret Dabbs.

When you first read about Etat Libre d’Orange it sounds like a political manifesto, not a perfume brand. With this in mind, it was little wonder that Shed immediately fell in love not only with the story, but potential for the store environment. With a site on Redchurch Street in East London, confirmed for the London flagship, Shed set about transforming the 30sqm site into a thought provoking space that could live up to the intrigues and persona of this cult French brand.

The design of Etat Libre d’Orange is born out of a unique approach to perfume; each fragrance is treated as a personality that can be worn. Part science and part philosophy allowed Shed to play with the idea of a lab for personalities which was manifested in a concept of a tiled ‘shell’ with science stands to display product. Approaching the store very much as an installation, the centre of the room is a tiled lab table where selected fragrances express their personality and a dominant mural to the back of the space brings the sexually charged essence of the brand to the fore.

Fragrance stores don’t get any more unusual and Shed had a lot of fun with a limited space but a client without limits.

The Counter House is an all-day dining experience in the heart of Manchester’s Ancoats. Somewhere one can go whenever they choose, whatever their fancy. Fresh and healthy or guilty pleasure – or both.

The 12m-long coral pink namesake ‘Counter’ runs end to end. Customers can swap a full English breakfast for a full vegan breakfast. Cold press fruit juices balance against the best local craft beers. There is always a counter offer. True to the concept of counter difference - the interior design plays with historic Manchester brick alongside polished marble table tops; salvaged chairs next to contemporary comfort.

As well as bringing to life the interior design vision, Shed also created the full brand identity. A simple and solid industrial font was selected for the main logotype. The initials ‘TCH’ then became the identifiable abbreviation for the logomark, for internal use onto menu or products. Furthermore, Shed provided direction for the brand use and social media aesthetic and communication.

At The Counter House there’s something for everyone. There are always two sides to any story, argument, or debate - but at The Counter House both sides are celebrated.

Shed were invited to transform a 9500 sqft space within Dublin’s infamous Arnotts store, into Ireland’s largest ladies’ shoe department. The project comes as part of an overall expansion and redevelopment of the prestigious store.

Shed developed a response to the brief with a concept based on garden landscape ideology. With the seasonal nature of the product, the scheme needed to demonstrate flexibility whilst providing a picturesque backdrop to the ever-changing product lines. Collections of ornamental display units and sculptural furniture pieces are distributed across the landscape in order to delineate smaller ‘kitchen gardens’ that form brand areas for ample retail. Large, colourful Rattan and GRP ‘follies’ form the service and seating areas within each brand zone. Curved display frames as well as trellis-like divisions, with their associated hero product hangers, allow for unobstructed views across all brand areas.

Thomas Goode - makers of the world’s finest china, silverware and glassware since 1827 - came to Shed for their international expansion. There was much potential in a brand with two Royal Warrants and a rich history of designing for royalty around the world. The approach was to help Thomas Goode acknowledge the past whilst owning the future.

Within the prestigious Oberoi Mumbai hotel, a showroom sits alongside a museum, showcasing archival pieces from the homes of British and Indian royalty. Shed took inspiration from the brand’s Victorian headquarters in Mayfair, London, to bring a piece of the brand’s heritage to India. 

There is an interplay between traditional and contemporary, decoration and simplicity. Going against industry norms, Shed envisaged a dark and dramatic environment as the perfect backdrop to china and glassware.

Shed worked with Kudos, a British film and TV company to refurbish their Clerkenwell offices. Set around the corner from Exmouth Market, the former Victorian warehouse acts as a hub for some of the leading productions on British television.

The brief was clear, to create a home from home for Kudos. A key objective was to create a naturally light and open communal workspace whilst enabling the writers to escape to a place of solace when needed.

Shed were asked by The Office Group to design a new location at Victoria Station for their design-led workplace offer, consisting of drop-in workspace, meeting rooms and individual offices.

London Victoria Station has always been a gateway to the world. In the 1930s, luxury trains would depart from Victoria Station on glamorous trips to Paris and Venice. These immaculately restored trains still operate today - and they depart right next to the main entrance to TOG Belle House.

The look and feel starts at the Golden Age of Travel, and arrives at a new Art Deco glamour - via The Grand Budapest Hotel. It's a contemporary spin on the 1930s with a bold, extravagant spirit. You could call it opulent modernism. Significant reconfiguring has taken place to establish an impressive new main entrance directly off the station concourse. Ground and mezzanine floors provide linked drop-in workspace, particularly suited to TOG’s members arriving or departing from Victoria Station. There are further lounge spaces on upper floors. With Bolivian rosewood parquet and rich velvet upholstery, this is a warm and sophisticated environment.

Photography: Dunja Opalko

In 1903, there were only 14 passenger trains arriving into Marylebone Station. A postcard from that time depicts a peaceful and elegant atmosphere, which we found enchanting. Could we bring back some of the relaxed grandeur of that time, and allow visitors to step off the Marylebone Station concourse into another world?

To deliver the high quality yet informal vision, we stripped out the contemporary additions which were clashing with the period architecture. Then we could highlight the original elegance and beauty. Original timber floors were sanded back, revealing their grain and colour. Wall panelling in sky blue defines the new spaces, alongside a material palette of forest green velvet, white marble and antique brass.

The new interior scheme was designed to appeal to those who choose to work in Marylebone. The building can now become part of Marylebone’s next chapter.

Interior photography: Simon Bevan. Exterior photography: Shed.

After completing the South Street showroom for Turnbull and Asser in 2014, Shed were asked by the brand to look at a new retail store, on Davies Street, Mayfair, London.

The brief was to create a sister store to the original Jermyn and Bury Street flagship, whilst adopting the new retail concept. A concept which was developed to embody the spirit of the original Jermyn street store, bringing a continued affinity between customers, clients and staff; all aspects of Shed’s scheme reflect the true spirit of Turnbull & Asser; authentic, always crafted, and, at times, diverse with a little piece of eccentricity.

The 110sqm space, spread over two floors, includes ready to wear retail on the ground floor and a bespoke lounge downstairs in the basement space. The original building, dating back to 1910, had many integral charming features which Shed felt must be kept and treasured to maintain the character of the space and emphasise this British brand’s heritage connections.

Shed has worked with many of the leading Royal Warrant retailers over the years including Barbour, Turnbull & Asser, Hunter, Thomas Goode & Smythson to name few.

Few though offered a diverse spectrum of luxury as William & Son of Mayfair. By their own admission it’s a distinctively British take on the finest things in life and no surprise when you remember William Asprey is a seventh generation Asprey.

Acknowledging Shed’s credentials in Royal Warrant retail, William Asprey entrusted us with designing his new 10,000sqf Mayfair emporium and for the first time, collecting all departments under one roof. Haute horology to grand occasion silverware, cufflinks to fine home wares and bed linen, luggage in the highest quality leathers, backgammon sets and bespoke shotguns

Sometimes idiosyncratic, and always highly crafted, the design needed to reflect these qualities and showcase the products of the same attributes. In many respects, reminiscent of a 1930’s deco emporium in an era of grandeur coupled with a subtle sense of humour.

Upon entering a grand bespoke staircase rises up. Shed designed bespoke terrazzo treads with ‘backgammon’ motifs edging balustrades. This grand statement wraps around a three-meter high, walnut cabinetry, showcasing a glossary of objet d’art on offer.

But the signature of the store is the gunroom. Once a barn, it’s reputed to be part of the old Mayfair manor farm, this double height space is a true showcase of the quality and skill involved in the production of hand-crafted shotguns. William’s collection of taxidermy adorns the walls in a slightly eccentric fashion.

All aspects of the design scheme reflected the true spirit of William & Son, always distinct, crafted and uniquely British.

“It was a delight to work with the Shed team again. Through the whole process of the ebb and flow in ideas, they always came up with the perfect solution.

Their team melded seamlessly with the William & Son ethos, fully comprehending the need to highlight our bespoke, exclusive and exquisite products”

Lou McLeod

Zelman Meats is the latest experimental venture from the renowned restaurant group Goodman; those behind the limited menu concept Burger & Lobster, the immense steakhouses Goodman and the exclusive Steak and King crab concept Beast. The site in Soho, tucked away on St Anne’s Court, has proved to be a challenging location in the past but it has also enabled the Goodman Group to bring a great steakhouse to the heart of Soho.

Shed set out to divide the vast 360sqm front of house area to include a private dining area, open kitchen, main restaurant area and bar area. Oversized oxblood leather booth seating sits alongside repurposed carrara marble table tops whilst overhead, mild steel luggage racks provide a playful yet practical solution for customers’ belongings. The theme of bold statements is again used internally through a number of conveniently placed immense blackboards which eliminate the need for conventional menu sheets. Whilst a series of mesh screens and wine cages assist in breaking up areas within the restaurant. Oversized weighty butchers block tables provide communal seating for large parties and lunchtime take away customers. The blacked out exposed services and array of salvaged industrial lighting create intimacy for each table.

Shed have since worked on several further Zelman Meats sites.

24 Greville Street is a converted Farringdon warehouse, with some very high ceilings and some very large windows. Shed were tasked with refurbishing the building, while it was already occupied by TOG and their flexible office clients. Taking cues from Farringdon’s history of craft, our aim was to ‘celebrate the maker’. Cast iron columns and timber floorboards have been revealed and highlighted, joining a contemporary palette of wool fabrics, natural wood and tan leather.

Photography: Andrew Meredith

Off the wall chicken shop Absurd Bird and interior design studio Shed have come together to create the latest absurd restaurant located in Bath. 

Referencing the American state of Louisiana the restaurant exposes two sides of the South; Southern sharing vs Southern scaring. Upon arrival patrons are greeted with a vibrant facade clad with a plethora of playful patterns. Past the grinning facade lies a dark, de-saturated envelope referencing the sinister silhouettes and menacing forms of Southern Gothic cinema. Sitting within the looming shadows of the clad mezzanine is the vibrantly coloured central bar. Like an overly saturated version of a Kubrick horror the bar sits ominously within the space. The bar, thrashed in bright pink and turquoise is topped with a garishly clad over-bar only seen on the streets of New Orleans during Mardi Gras; The over-bar; layered with crude patterns and strewn with ‘Mardi Gras Throws’ owns the space acting as the heart of the restaurant.

Shed and Splendid Restaurants come together creating a brand new restaurant offer going by the name Cha Chaan Teng. The new venture occupies over 300sqm and is located in the basement of Club Quarters Hotel in Holborn, London.

The concept is inspired by the infamous Cha Chaan Teng culture of post war Hong Kong.  With increased urbanization and an influx of western expats, Hong Kong saw a succession of cafes spring up providing locals with access to ‘western food’ otherwise only served in expensive hotel restaurants.

The original ChaChaanTeng cafes were fast paced establishments serving an eclectic and sometimes unlikely mix of ‘East meets West’ food. Splendid’s Cha Chaan Teng can be seen as the London reincarnation taking the concept full circle; a British interpretation of an Eastern reinterpretation of the Western cuisine. Confused? That’s all part of the charm and a theme that runs through the design, graphics, artworks, cocktails and food.

Shed was once again been commissioned by Chalhoub Group - the leading partner for luxury retail in the Middle East - to design their latest retail expansion for Level Shoe District. Shed’s task was to conceptualise and reinvent a completely new Men’s extension at the current Level Shoe District, also designed by Shed in 2012. Located within Dubai Mall (the world’s largest shopping mall), Level Shoe District is a globally recognised destination for luxury footwear.

The new men’s department encompasses the rich variation and values of the modern day man and his strong sartorial appreciation of footwear and fashion. Harmonised within three zones: Designer Sneaker, Contemporary and Classic, and all contained within a 3,000 sqft area, it was vital to ensure coherence with the ‘expo’ approach of the existing space.

After a successful year at London’s Street Feast market and festivals countrywide, popular barbecue street food vendor HotBox approached Shed to create their first permanent joint in East London.

Shed took inspiration from the process of slow cooking used in Hotbox to create the 160 sqm ground floor restaurant, the result is as brutal as the smoke pit itself. The Grade II listed exterior with high arched windows is boldly painted black, the HotBox red neon logo (a leftover from their days on the road) hung just inside the lobby, illuminating the restaurant entrance. The interior envelope continues the simple application of the colour black, whilst subtly referencing the bare bone cabins and trailer eateries found throughout the Deep South. Metal cladding frames the theatre of the kitchen pass, whilst blackened timber panels herald the all important fuel of the fire. This creates a powerful canvas for HotBox to take ownership of the space, without any of the usual barbeque joint clichés.

Beneath Hotbox, is a 175sqm basement bar. Accessed via the shared, dimly lit staircase, Shed imagined the cocktail bar as an antidote to the ground floor restaurant Hotbox, a white box to contrast upstairs’ black. Paying homage to the site’s previous incarnation as a street art studio and gallery (rumoured to have been owned by Bristol’s most famous export), the clients evolving collection of artwork is simply hung behind white timber studwork to create a bold backdrop for the bar and midfloor.

The matter of fact attitude reminiscent of Warhols’ Factory parties has influenced the mismatched collection of midcentury furniture. Hoop and Condesa chairs sit alongside the infamous Togo sofa, whilst a collection of bespoke ottomans in clashing psychedelic velvets encourage large groups to descend from the restaurant and fawn over the cocktail menu. Light levels are kept low; the mirror polished bar top and silver foil bathrooms a not so subtle nod to the king of pop art.

After a year-long collaboration, Shed and Royal Warrant shirtmaker and clothier, Turnbull and Asser created a London home. Set across 3 floors – the 400sqm Mayfair site houses a showroom, lounge area and library for archive exhibits, consultation and buying spaces and floors dedicated to design studios and offices for this exemplary British brand.

The client’s original brief was to create an environment which will act as the house of Turnbull and Asser in London; a manifestation of the brand as it stands, as well as the direction in which it is moving. More than just conventional retail space or showroom – the Mayfair location had to embody the spirit of the original Jermyn street store, bringing a continued affinity between customers, clients and staff; all aspects of Shed’s scheme reflect the true spirit of Turnbull & Asser, always crafted, authentic and at times diverse with a little piece of eccentricity.

Set across a 100sqm stand Shed’s design exhibits Barbour’s latest International ranges.

With a concept born from Barbour’s rich history in motorcycle clothing Shed set a scene reminiscent of a vintage bikers garage. Unlike the rough and rugged aesthetic identifiable to many of the Barbour store’s the stand takes on a much cleaner and elegant appearance demonstrating an emphasis on the Womenswear range.

A palette of off-whites and soft greys compliment materials of polished stainless steel, biscuit leather and reeded glass. The contrasting Menswear range shows a backdrop of industrial materials in raw metal, red brick and slab concrete.

Shed wanted the design of the department to be synonymous with everything that Harrods stands for. They have created a dramatic space with a real sense of expectation which customers experience from the moment they arrive. The aesthetic draws inspiration from Art Deco and combines classicism with the spirit and true glamour of the Golden Era. This can be seen in every element of the environment, in the materials, colours, lighting and furniture as well as the architectural treatment of the space as a whole; Sorbet coloured marbles, solid brass fixtures and lacewood veneers are feminine and luxurious; the floor is a sleek, sparkling ice blue, glass composite, punctuated by Guggenheim-inspired brass trims that make sweeping curves and statement lines.

Shed designed The Zoo as a permanent home for gifting and objet d’art within the vast Level Shoe District in Dubai Mall. A concession born out of a need to give the discerning shoe shopper every conceivable extra. Sitting within the perimeter skin of brass fins also designed by Shed, the project was executed part library, gallery, jeweller, museum and toy shop.

In contrast to the eclectic pavilions of Level, the presentation of Zoo was more subtle and the perfect backdrop for letting products speak for themselves. A cool material palette of cement render, white oil oak boards and arctic white lacquer panels combine with shots of LED colour to give a calm interior with a vibrant edge.

The product spills out into the ‘trend’ corridor with an extension of Calacatta marble outcrops bringing retail into the District proper. Shed have designed a true destination within a destination.

Shed injected their creative originality into Wishbone – another unique London eatery set in Brixton’s indoor market. The project, a 170sqm fried chicken restaurant, follows Shed’s creation of MEATLiquor and MEAT Market, two of London’s hottest restaurant openings of 2011. William Leigh and Scott Collins (the latter, Co-Founder of MEATLiquor), invited Shed to reinvent the place that we eat fried chicken; the inspiration behind the design is heavily influenced and guided by the vibrant look and feel of the setting where some of the most exciting restaurants overlap with greengrocers and wig shops.

Brixton Market is now thriving with food outlets, each taking their cuisine and doing it particularly well. Wishbone takes fried chicken, part of the soul of Brixton, and delivers it back with care and style.

Leading digital PR agency, Bite Global, were looking to update their existing office space. The brief; to create a new working environment that would build on the “community” ethos promoted within the London HQ, whilst providing the cues to improve relationships with the broader team and clients worldwide.

The converted bus depot was transformed to vastly improve communication, foremostly “Biters” would not be forced to sit at their desk from 9 till 5, instead staff are encouraged to vary the pace of their day at one of the many working zones.  Each zone is individually designed to specifically cater for a different way of working whether individually or as a team; these spaces are brought together cohesively by the introduction of large architectural elements and a bold graphic language that promotes the Bite philosophy and values.

Located within an 18th Century Grade II listed brewery, the unique out of town workspace was created for Freuds as part of the leading PR agency’s overall estate expansion. The first floor original malting room has been renovated to provide boardroom facilities, whilst the remainder of the floor provides varying discussion spaces for building brand strategy, whether seated in the lounge, library, or private den. These ideas are then developed and visualised in the ground floor “lab”, enabling the formation of big ideas and campaigns to be “brewed and bottled” outside of the agency’s central London headquarters.

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