BLUNDSTONE SOHO POP UP
For the Blundstone London Pop Up 2019, the decision was made to utilize an empty and airy space in Ham Yard Village, nestled in the heart of Soho and adjacent to the Ham Yard Hotel.
Despite the completion of the Blundstone Retail design concept and ongoing work by the production team, a choice was made to incorporate alternative display elements while maintaining a clear connection to the main concept – the fusion of nature and urban aesthetics.
Retail Design
Ham Yard Village, Soho
London, UK
2019-20
Photos by Daniel Solomons
This connection is visually reinforced by a wooden floor, display units, and plants on three of the four sides of the store, acting as an extension of a large-scale Blundstone lifestyle image featuring a Tasmanian mountain that dominates the space. This photograph also serves a dual purpose by defining the boundary between public and private spaces, allowing for a designated stockroom.
The display units are employed to emphasize the brand’s identity and origins. The varying levels within the space are a composition guided by the concept of movement and space. The urban and industrial minimalist design elements are subtly present, with hints of cement in the till unit design, plant pots, lamps, and leather hangers. Additionally, the central seat cushion introduces a contrasting gray fabric against the wooden flooring.
Notably, the Human Walking Data concept finds representation as a subtle brushstroke on the main window displays, seamlessly integrated through a fusion of planes with the central photo.
