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Turning Ideas into Realities

feather & black new store format

A striking return to bricks & mortar

Feather & Black are a premium bedroom furniture brand, acquired by Dreams in 2020. They historically occupied attractive high street sites in posh locations. Dreams wanted to see them return to physical retail, but from within their own stores. My main creative challenge was to design a format which would keep the prestige feel and aesthetic of the brand, but in retail park settings.


What I did:

  • I led every aspect of the project, delivering the first store from concept to completion in just 5 weeks (Hedge End mezzanine, 500 sqm)

  • Designed and defined all aspects, from layout and retail equipment, to display dressing and colleague uniforms

  • My solution to the most pressing design problem was choosing not to rely on the perimeter walls for structure. Instead, I developed a suite of chic freestanding frames, allowing room sets to sit in the middle of the space

  • These were then luxuriously dressed and in combination, helped draw customer’s eyes away from the featureless architecture and into a luxe and dramatic space, perfect for the F&B customer

  • This ‘get the look for less’ scheme delivered a premium looking fit-out at a competitive price and is now in 8 diverse locations

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