Monday 28 Nov 2016
Studiofibre, the designer-makers renowned for creating beautifully branded global spaces for luxury lifestyle brands such as Net-A-Porter, Farfetch, The White Company and notonthehighstreet, have designed a pop-up retail space for new luxury brand CHAOS which launches on 23rd November 2016 in the Selfridges Accessories Hall.
CHAOS is the brainchild of super-stylists Charlotte Stockdale and Katie Lyall. Their glossy, sophisticated and highly covetable range of iPhone cases, which attach to zips and charms, instantly transform a phone into a cross between a charm bracelet and a necklace. Luggage belts and sumptuous oversized chenille luggage tags also feature as CHAOS sets out to elevate phones and suitcases, the ubiquitous must-haves of modern life, into must-have luxury fashion accessories.
STUDIOFIBRE was appointed to create a 215 square foot pop-up shop, in the heart of the new Selfridges Accessories Hall. CHAOS is characterized by custom craftsmanship, technology, fashion and luxury, and Studiofibre’s design narrative brings this DNA alive via bespoke hand-crafted fixtures, specially commissioned bench seating and custom-crafted branded display units. Given the bijoux space available, and design stipulations within the Selfridges Accessories Hall, clever multifunctional design elements are key, and have been built into the custom-designed fixtures. The main display hides storage cupboards for easy access to stock, the ‘library’ displays the stunning product packaging. The branded CHAOS upside down ‘A’ units house secure product displays. A burnished-gold mirrored wall appears to double the size of the pop-up shop, and serves as an additional product display area.
“Working with CHAOS on their retail spaces has been an exciting opportunity to create a design narrative for a new brand, and create bespoke furniture to bring the brand alive within the space. We’ve created order for CHAOS, and so enjoyed working with Charlotte & Katie, to create an environment to showcase the sophistication of their highly creative brand and to allow them to maximise sales.” Fiona Livingston – Co-Founder – Studiofibre.
The central display wall, hand-made in the UK by Studiofibre’s team of master craftsmen, is inspired by the iconic layout of apps on a phone, creating a practical, graphic grid system to house the CHAOS candy-store coloured collection of deer skin iPhone cases. Split into six panels, the display ‘doors’ open to reveal generous storage areas behind the grid.
“The moment we first saw the initial idea that Studiofibre presented we knew they were on the right track as they understand luxury and retail, but also the CHAOS brand. The pop-up is a combination of textures and colours, both refined and complete and very reflective of our love for luxury, married with the expressive. As designer-makers, Studiofibre have designed and created unique and bespoke pieces of furniture and fittings for us. Fiona, Ian and team are creative, realistic, flexible and fast!” Charlotte Stockdale / Katie Lyall – Founding Partners – CHAOS.
Part and parcel of the display wall, the library literally creates ordered CHAOS! Packaging boxes embossed in gold, inspired by opulent hard-backed books, in which the CHAOS products are presented, are displayed in a library system which celebrates the beauty of packaging alongside that of the products.
The distinctive CHAOS branding, with the capital ‘A’ upside down, has been transformed into a bespoke till point and display cabinets. Lacquered by hand with gold, these custom-made pieces deliver secure merchandising areas, practical serving spaces and a strong brand-statement. Lined with rich black chenille, echoing the chenille embroidered motifs on the CHAOS accessories, the products appear to pop out from the displays
The burnished perspex mirror wall opens up the space, and reflects light back into the pop-up. It also provides another display wall ideal for showcasing the 26 chenille initial luggage tags.
Below the display wall, an oversized hand-made pink Mongolian lambswool bench provides a luxurious seating area. At four meters long, this super-soft bespoke bench provides ample space for the CHAOS team to present and discuss the colour options available for the iPhone cases and to complete the sales process in comfort and style.
A custom-made curved plinth, containing hidden storage, optimises the space behind the Selfridges pillar which punctuates the pop-up shop. As well as housing stock and other essentials, it provides a focal display area for an extremely special limited collection of ultra-luxe luggage, accessorized with CHAOS straps and tags.