Made.com’s flagship store by Bureau de Change, London
London-based architecture practice Bureau de Change has just designed the Made.com Flagship Showroom project. Completed in 2015, the contemporary showrooms is located in Soho, London, England.
The brief for the new Made store was to re-evaluate the concept of a ‘showroom’ and incorporate technology in a way that would genuinely add value to the brand’s customer experience.
Located in one of Europe’s busiest shopping districts, the new store experience begins with the external windows. Rather than display product behind the glass, the glazing itself becomes a full scale representation of the product in an intricate permanent installation.
Bureau de Change co-founder, Billy Mavropoulos, said: “This is such a bustling street, with so many stores vying for your attention, we wanted to produce something unexpected – an idea that would set it apart from the traditional format of lots of products in a display.”
Almost 40,000 hollow clear plastic rods puncture the 10 windows of the store to create three-dimensional ‘pinpressions’ (similar to the 1980’s executive PinArt toy) of some of Made’s most iconic pieces of furniture.
Inside, the store blends physical product with full scale projections in a series of room sets. Customers are guided through a network of white-washed walls – curved like the pages of a book (referencing the literary history of Charing Cross Road. Click here for an overview of Foyle’s new flagship store). These walls provide a clean backdrop for the furniture and a canvas upon which products can be projected. The use of large format projections mean a single room can show multiple combinations of product changeable on demand.
This opens up the possibility for customers to experience the full product catalogue without requiring a hangar-like showroom or costly central storage facilities.
Customers are provided with tablets on which they can browse and find further product information about their favourite pieces.
Alongside the digital experience, a large physical furniture sample archive provides an opportunity to touch and feel fabrics and explore colour swatches to help decision-making.
Chloe Macintosh, creative director, said: “The space was designed on a tight budget and timeframe but Bureau de Change brought a lot of ingenuity and flair and turned an old rundown bookstore into a crisp, spacious and inviting design for our customers.”
Images courtesy of the architects
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