Peter

Reed

A celebration of cloth, craft and collection. Repositioning 160 years of luxury linen through a modern filter.

Location

Harrods, London UK

Sector

Retail, Brand Identity, Heritage

What we did

Strategy, Interior Design, Art Direction, Graphic Design

Transforming a historic British heritage brand for today’s luxury market. A new brand and retail concept celebrating authenticity, craft and luxury - fit for a King.

The Challenge

Reposition 160 years of Royal Warrant luxury linen through a modern lens, transforming it into a standout retail concession and concept store for today’s market. The brand aimed to expand internationally, bringing its finest UK-made linens to new global markets. 




The Strategy

Rooted in its Lancashire origins, we explored Peter Reed’s archive, history and craftsmanship. The strategy brought these stories from the heart to life through furniture, product displays, brand collateral and art direction. Proudly celebrating Peter Reed’s legacy.

The Solution

Peter Reed at every touchpoint - from its signature marble cutting table, flexible design and display systems to engraved detailing. With full art direction and graphic design for sales catalogues and brand storytelling. A holistic retail and brand design, scalable from concession to full flagship stores.

FOR GENERATIONS, HAND CRAFTED IN ENGLAND, COVETED EVERYWHERE
Petr Reed

Past & Future

Shed defined a clear and coherent brand message woven through retail, experience, storytelling, packaging. Celebrating 160 years of British craft and product inspired stories with the design and production of a seminal brand book.

Shed overhauled the brands identity, modernising the logo and identity system while ensuring compliance with the Lord Chamberlin rules.

A stage and landscape for product and collections. Luxury materials with referential details inspired from it’s Nelson factory. Built around the celebration of timeless sleep as a modern luxury.
Shed took lead on the overhaul of the brands identity. Enhancing and modernising the logo and identity system for use across all it’s assets. Ensuring it’s complience with the Lord Chamberlin rules. Upgrading and coherently bringing together product packaging, brand story book and art direction of the ‘dreamscape’ concept with it’s environmental retail design.