London-based retail design agency min design studio was commissioned by British luxury brand Mulberry to design a series of interchangeable, geometric fixtures and visual merchandising elements that translated the new visual vocabulary of the brand and Creative Director Johnny Coca.
The new pieces launched in store windows in the UK, Europe, Asia and the US from early May. The brief from Mulberry was to create a simple blank canvas that wouldn’t affect or be affected by any in-store seasonal or visual projects, or the changing collections. min design studio took inspiration from the new visual identity of the Mulberry brand, from the new logo, the graphic layouts and block colour palettes from the re-designed Mulberry website which links to the real windows to the digital windows.
Focusing initially on a handful of key stores, including two windows at the London flagship on New Bond Street as well as Westfield White City, Edinburgh, Paris and Amsterdam, a larger global roll-out including Spring Street in New York is expected over the coming months. “The intention was to treat the 3D forms as a blank canvas for new product launches and campaigns to slot into for a series of regular updates. The flexibility of each piece allows clashing materials to be added, creating layers of colour and texture that purposely agitate the visual language.” – Kate Brewer, Creative Director, min design studio.
All images are property of Mulberry Company (Design) Ltd
Photography by Melvyn Vincent Photography
min design studio is a creative design consultancy that specialises in branded environments, interior architecture and furniture design, set-up by Matt Marsden and Kate Brewer in 2015. With a combined 20 years experience, and an extensive knowledge in the high-end/luxury retail and commercial sectors, their aim is to create considered spaces that focus on a narrative specific to the client and brand, with an emphasis on materials, detailing, quality and finish.