The black and white minimalism of the Joseph logo is applied to the interior of its flagship store on Old Bond Street.

The potential of the simple monochromatic palette is explored through texture: white ‘hairy’ walls and cracked plaster, black inflatable changing rooms and charred timber, offset with galvanized steel throughout.

Movement is introduced to the collection with a hanging conveyor display and an LED catwalk movie over the stairs, enticing customers into the basement.

About this project Date: Feb 2011 Location: London Client: Joseph Ltd