Reinventing spaces

Innovation and inspiration to kick start your week

Sweets Hotel | Netherlands
Disused bridge houses with panoramic views have been converted into exclusive hotel suites across Amsterdam. With architecture from 1673 to 2009, there’s something to suit the tastes of every guest and the close proximity to city attractions means a lobby isn’t necessary; the city itself becomes the hotel.
Household takeout: People are craving one-of-a-kind experiences, even in a micro space. As no suite is the same – location or interior – each offers a unique new perspective on the city, encouraging exploration and return visits.

Christian Louboutin | Australia
The new store, based on ‘Precious Gems’, provides a theatrical space for customers to explore the world of Christian Louboutin. Inspired by Christian’s love of gem stones, each room resembles a layer of a jewellery box, continuously revealing new treasures.
The extended store front creates a bold presence in the mall. Inside the store Household commissioned artist Beth Nicholas to create marbled effect artworks, evoking the pattern of natural stone, to define the identity of each room.

Brand Strategy Director Geoff Wilson was quoted in The Grocer this week, discussing how brands can use a Master Brand strategy to leverage trust and drive growth for their sub brands.
As Geoff says, brands can use a master brand’s logo to indicate quality and authenticity for the ‘house of brands.’ However for some brands, finding a common denominator between sub brands can be a challenge. In sectors like food, customers are sometimes sceptical that bigger brands can deliver and lean towards bespoke, smaller brands with specific specialisms.

Blue Mountain School | UK
3/4 of luxury purchases are influenced by what shoppers see, do and hear. (Financial Times, 2018)
The brand space combines showroom retail with a restaurant, listening room and art gallery. Six months were spent refining the identities of each space. The overall concept hinges on collaboration, from the soundtrack curated for each room, to a seasonal fragrance collection by master perfumer Lyn Harris.
Household takeout: Not your typical store, the Blue Mountain School provides authentic and experimental retail that breaks out of the concept store mould. All team members are customer facing and the personalised tours use next level service to engage clients and visitors alike.
Images courtesy of Sweet Hotels, Christian Louboutin and Household.

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