Household worked with The White Company to convert an old Edwardian cinema into the brand's first European flagship.
To create a unique brand experience for 72 Grafton Street store, we set bold signature statements and subtle and feminine moments within the context of a classic architectural space.
From dining to sleep, the customer is led on an exploration of the home, with the signature Sleep Studio at the heart of the space. Household originally created this brand experience element for the brand’s Marlyebone flagship. We took it stateside for the brand’s US debut last year. In The Sleep Studio, customers are encouraged to choose bedding options based on touch and feel, moving away from thread count and focusing on a true experience of the product instead. The Grafton Street flagship also houses a section dedicated to The Little White Company, complete with a bedroom set up for little ones.