Derwent London is one of London’s most innovative office specialist property regenerators and investors and are well known for their design-led philosophy and creative management approach to development.
To market a 5,000 sq. ft of retail or showroom opportunity on Eastcastle St, behind Oxford St, W1.
- onsite marketing installation
- window vinyls
- interactive pdf
When Derwent London approached us with this opportunity we were excited by the challenge. How do you speak to fashion brand and art gallery at the same time, in that progressive Derwent manner? The solution came from reducing the targets to their fundamental parts. Fashion – a coat hanger, art – a piece of sculpture.
We wanted the concept to utilise the empty space in a stimulating visually striking manner. The large gallery windows of the space gave us a great ‘picture frame’ for our installation. We built 2 floating pyramids – black and silver, each containing 2000 coat hangers. Large window vinyls displaying raw and energised, graphic interpretation of the installations, provided the initial visual hook, then you notice the sculptures.
The pdf brochure hinted to the installation with the use of the graphic language.