John Lewis & Grimshaw join forces to create a new concept: 'Fashion Pavilion'
John Lewis and internationally renowned architectural company Grimshaw, the creators of the world famous Eden Project, have joined forces to create a stunning ‘Fashion Pavilion’, a touring architectural retail installation. John Lewis approached Grimshaw to provide a temporary exhibit and event space capable of showcasing a variety of designers within their store on Oxford Street.
This unique ‘pop-up’ installation called for an innovative proposal which fused exhibition design and architecture, whilst enabling John Lewis to express their brand in an exciting and striking space. Comprised of simple cardboard tubes suspended in clear Perspex sheets, the modular panel design creates a flexible and enclosed environment of varying transparency. This flexibility allows for various configurations to be explored in different locations around the UK. A solution is formed with three easily fabricated panel types resulting in an events space which both draws the public in and screens off its surrounding environment, offering a degree of privacy.
Launching on the fashion floor in John Lewis Oxford Street on Monday 5th September 2011, the bold installation will house new private label designer collaborations from a host of designers including Osman Yousefzada, Clements Ribeiro and Tracey Boyd. After two months at John Lewis Oxford Street, the Pavilion will tour the UK for 18 months adding drama and inspiration to flagship John Lewis stores including Edinburgh, Cardiff and Liverpool.
The Pavilion went through various incarnations and took the Grimshaw and John Lewis instore design team several months to perfect. The launch of the Pavilion is planned to coincide with New West End Company's High Street Fashion Week and will be in situ in Oxford Street over London Fashion Week and Vogue Shopping Night Out on 8th September.