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A new lifestyle-led concept store to enhance the brand’s aspirational positioning and offer a retreat from the busy High Street where shoppers can browse in a fluid, intuitive and tranquil setting.

Where, When

Norwich, UK; September 2014

About the client

Founded 20 years ago as a retailer of premium bed linen, The White Company’s range today extends across interiors and clothing – a complete lifestyle brand – with an emphasis on quality craftsmanship and timeless style.

A bit more detail

Modelled on a journey through the home, customers discover a series of 'rooms' across two levels. Architecture and contrasting floor finishes shape natural thresholds, while reclaimed furniture holds cross-merchandised product displays. Subtle digital projections screen brand messaging.


Meanwhile, individually controlled lighting means staff can adjust light levels in each zone according to mood or time of day. In place of the brand’s typical white box interiors, the store features a tonal palette of natural and whitewashed timbers, limestone, wrought iron and polished plaster – the effect is soft, tactile and quietly luxurious.

More projects

5-8 Hardwick Street London EC1R 4RG - UK

+44 (0)20 7837 7117

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