Spencer
Hart
Translating Nick Hart’s rich and varied ‘out there’ world into the brand’s first flagship store.
Location
Brook Street, London W1.
Sector
Retail
What we did
Brand Design, Interior Design, Packaging
Nick Hart entered the Shed studio wearing a black seer-sucker suit, shades on, carrying a giant scrapbook of ideas. This wasn’t just a design brief, it was the start of a journey that began with Nick’s vision for a new London flagship store and grew into brand evolution, product and packaging design.
The challenge was not to define the brief or the man, the challenge was to articulate the environment and brand for a man who is very certain of his cultural points of reference. He just couldn’t express it in 3D. Nick Hart’s taste at first seem eclectic but the more we spent time, the clearer the vision became. It was all about the expressing his version of the world. An exhilarating prospect.
Mixing muitple cultural & geographical references together in a seamless fashion, the desired result being the ultimate men’s emporium of cool. An ‘out there’ expression referencing icons from different eras Miles, Bowie, Sinatra, McQueen and Warhol. It was to be a perfect mix of clean Palm Springs meets dirty Vegas.
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 is presented as integral parts of the experience. Customers are encouraged to browse, purchase or just chill with a martini.
A whiskey den meets vintage watches, exquisite tailoring and comfortable leather banquette accommodate David Beckham, The Arctic Monkeys or the late Bowie, everyone’s music hero.
Credits: Video content by Spencer Hart.
From Interior to Brand
A stunning, sculptured wall reminiscent of Palm Springs’ Parker Hotel cuts through the interior serving as the backbone to the space. More than just a design feature, its iconic presence influenced multiple elements of the brand development.
Shed re-worked the brandmark, designed the Palm Springs cologne and underwear packaging.
The Vault
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 banquettes.
Entering through a secret concealed door, the basement has all the backstage characteristics of a darker and naughtier Vegas nightclub.
