Household’s year in design

As 2017 draws to a close, we’re looking back over some of the projects we worked on this year


We started the year running, continuing our development of the Fairmont Miramar guest journey. For the Fig restaurant we placed a wood fired oven at the heart of the dining space, putting the theatre of food centre stage. The adaptable space flexes to guest needs, from weekend brunches to after work relaxation.

In February our designs for Costcutter continued to roll out across the country. Our design for the convenience chain brought to life the new brand proposition: ‘For the Spontaneous Everyday’. The new brand identity helped reposition Costutter in a crowded market and reengage with customers and franchisees.

In March we turned to tech, with our work for Carphone Warehouse. We partnered with the brand to help connect a new generation of customers, keen to get their hands on the latest technology. An immersive digital Discovery Wall attracts customers into store with a customer feed and product launch news, while a roaming ‘Pinpoint’ tablet service provides roaming assistance to customers, wherever they are in store.

We greeted the Spring with the launch of the Wickes Outdoor Project Centre, a continuation of our work for the brand. Household’s insight was that Wickes customers, from DIY-ers to professionals, actually tackle the same core jobs – build, fit out, transform, refresh and maintain. To transform the brand’s offer we focused on authentic brand basics and an intuitively navigated layout to activate a shared customer attitude.

In May we painted the town red with the launch of a new boutique for our long-time client Christian Louboutin. The Mount Street store pushes the boundaries of the luxury service experience. Inspired by the jewellery box, we created decorative gem like screens for the display of shoes and bags, unfolding the store using luxurious textures and playful shadows.

June took our team stateside for the launch of the White Company’s Fifth Avenue flagship. Our design for the brand’s US debut revisited The White Company’s roots of being pure, white and classic, combining lifestyle aspiration with a boutique quality feel.

We partnered with Hammerson to understand their shopping centre customers in real-time, using our research tool, emotiveyeTM, to uncover shoppers’ wants, needs, and frustrations. Key findings included how shoppers say they want to be surprised with something new, but tend to shop in autopilot at the same stores, unless engaged with a truly disruptive initiative. We immersed the leadership team in the key insights, including customer shop-alongs, to inform Hammerson’s strategic planning of the future shopping experience.

What better way to spend the summer than on the shore of one of Cumbria’s finest lakes? Our Creative Director Siu-Lan Choi and 3D Designer Blaze Perrigo, headed up to the Lake District in August to put the final touches to Another Place, The Lake ahead of the hotel’s soft launch. Applying customer journey thinking born from Household’s retail expertise, each space was reconsidered to bring to life the brand idea of ‘active relaxation’.

September saw the launch of another of our projects at the Fairmont Miramar: The Barbershop, an embodiment of the hotel’s timeless elegance. We created a guest journey for The Barbershop that linked offers across the hotel, tailored for people leading busy modern lifestyles.

The next month we were in North London with Loon Fung. Household created a refreshed brand identity and new concept store experience for the Asian supermarket. This includes a modernisation of the familiar logo, a new colour palette celebrating food and flavour and a suite of store communications that pay homage to Loon Fung’s traditional heritage while vibrantly celebrating contemporary culinary flair.

November was another busy month for our Louboutin team, with a flurry of openings across the globe. The boutique in Hangzhou, China was inspired by Christian’s continual love-affair with nature – the hand-crafted feathery wall features gold leaf and textured plaster, whilst the signature red carpet has been given a twist with a colourful border.

Finally, we rounded off the year with Amazon Treasure Truck’s UK debut. Read more about the launch and how the concept bridges the digital/terrestrial divide here.
And that’s a wrap on 2017! Follow us on LinkedIn to keep up to date with Household’s work in 2018.

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