House
of Britain
Celebrating the essence of British culture, heritage, and spirit through a truly unique retail experience.
Location
Suzhou, China
Sector
Retail
What we did
Brand Creation, Brand Identity, Interior Architecture, Interior Design, Packaging Design, VM, Detailed Design
We were selected to design the brand and environments for a UK retail pavilion in Suzhou, China. Visitors are taken on a journey through distinct spaces that embody the spirit of Britain. One that celebrates British identity in a fresh, contemporary way, avoiding nostalgia or cliché.
The brief was to create a retail pavilion that captures exactly what the UK stands for and what makes it unique. The brief allowed full creative freedom in how that vision was expressed, accommodating product across a range of British categories: fashion, homewares, food and drink, cosmetics, and wellness.
Anchor the concept in British culture, past and present. Inspired by the Great Exhibition, the space is designed as four distinct 'rooms' within a manor house setting, blending heritage references with bold, contemporary contrasts and seamless flow.
An immersive retail concept created across four connected spaces: The Gallery, The Garden Room, The Library, and The Vault. Each room has its own character, using storytelling and design to present brands from the British Isles in a modern and considered way.
Shed also developed a clear brand identity and toolkit to support a digital-first expo experience. Designed for both physical and online audiences, the platform allows people to engage with the experience in person or remotely
The Approach
Each of the four main spaces has its own identity, from the Gallery to the Garden Room, the Library to the Vault. Together, they form a cohesive story that celebrates British creativity in every form.
This project celebrates British contrasts, brought to life through playful humour, quiet confidence, and a distinctly British whimsical charm. It captures the character, individuality, and cultural richness that make the UK unique.
The Garden Room & Gallery
An indoor interpretation of the British garden, centred around a modern teahouse that transitions into the Gallery space, complete with a tongue-in-cheek reference to an iconic World Heritage Site. The floors are connected by a grand red staircase inspired by Vivienne Westwood and British punk culture.
A contemporary space layered with British architectural character, anchored by abstracted expressions of British icons.
The Library
A library with open mezzanine walls overlooking the garden room. The addition of a second floor maximises the former warehouse, while maintaining clear sight lines to preserve a visual connection between the different zones.
A structured, layered space where mezzanine shelving frames the showroom. Defined seating, bespoke lighting influenced by national flags, and furniture inspired by cartography create a clear moment of pause.
The Vault
Breaking away from the traditional department store model, Matro delivers an immersive retail experience with globally sourced products and a seamless integration of physical and digital shopping.
Entered through a rotating door, The Vault is rich and immersive, with bold detailing and a suspended mirrored ceiling opening views to The Gallery below.
