The brief was to produce an in-store experience that expressed the unique blend of physical and digital that UNMADE represents. It needed to represent Unmade’s focus on collaboration and diversity, enabling a breadth of design and designers within a unified framework, that showcased each in their own way, without compromising the overall aesthetics of the UNMADE brand. When a customer’s order was placed, we wanted to create a piece of retail theatre, where they could see their garment being made right in front of them.
UNMADE’s Concept Store was located on Floral Street in Covent Garden, London within the former entrance of the old Sanctuary Spa. The space covered 1000sq m and ran for three months covering the run up to Christmas 2015 and the launch of the UNMADE brand to the public.
The space was a white box, so needed impact. We put the wireframe of a traditional shop inside, filled with designs by collaborators that could be completed by the customer, with the machine there to make the final garment. Applying interaction design principles, we turned the shop into a physical version of the website through changing product, modular signage and LED sign. By hero-ing the manufacturing process right there in the shop, we showed that everything was made in central London, validating the process and creating a unique piece of retail theatre.