The White Company, New York

White Company London meets Fifth Avenue New York

The White Company was launching its first international store on the iconic Fifth Avenue, New York. As its strategic design partner, Household was asked to bring the British brand’s ethos to life in the new flagship and introduce the American customer to the brand’s philosophy and offer.

Shop front elevation and window display, The White Company New York Flagship Design, by Household.

To set The White Company apart from the competition, we revisited its roots of pure, white and classic, combining lifestyle aspiration with a boutique quality feel. With the experience vision of ‘Grand Entrance’ we invited a new audience to explore an aspirational home inspired by founder Chrissie Rucker.

'Always a goodnight sleep' illustration created for The White Company New York, Flagship Design by Household.
Interior visual of The White Company New York Flagship Design, by Household.
Image of flower display outside The White Company New York, Flagship Design by Household.

Quality heritage brand that advocates living simply

The Terrace Courtyard entrance features marble tiles and greenery, with high ceilings setting the scene for an uplifting and sensorial hospitality-inspired experience you can shop.

Internal image of The White Company New York, Flagship Design by Household.

The Banqueting Table is a new signature experience, felled from Lord Lichfield’s Staffordshire estate, the unprocessed wooden table piece brings an authentic British heritage feel to the heart of Manhattan. The central table runs through adjacent room sets, leading customers on a journey of discovery throughout the store.

Internal image of product display at The White Company New York, Flagship Design by Household.
VM created for The White Company New York, Flagship Design by Household.

Lifestyle aspiration with a boutique quality feel

The Sleep Studio is designed as an over-scaled walk-in-wardrobe, adapted from the original Sleep Studio we designed at the London Marylebone store and specifically curated for the US market.

The Fragrance Boutique invites customers to pause and explore scent through olfactory bell jars. Hidden cash and wrap stations allow purchases to be fulfilled on the spot

VM and product display, The White Company New York, Flagship Design by Household.
Product display, The White Company New York, Flagship Design by Household.
VM created for The White Company New York, Flagship Design by Household.
Internal image of product display at The White Company New York, Flagship Design by Household.

To achieve the sensory home from home experience, we raised the ceiling heights from the entrance through to the heart of the store. Around the perimeter, lower ceilings offer customers a more intimate space to browse and decide. The elegant grandeur of the Beaux-Arts building is celebrated with the original columns restored and visual merchandise stocked to the highest level, replenished via concealed ladders.

Material mood image, The White Company New York, Flagship Design by Household.
Interior visual of The White Company New York Flagship Design, by Household.

Britishness is elevated throughout the environment, communications and product selection, distinguishing The White Company as a quality heritage brand that advocates living simply yet beautifully.

Sensory home experience

Internal image of The White Company New York, Flagship Design by Household.
Key Insight

The target US female customer of The White Company shares the same attitudinal mindset as the core UK customer.

She is leading a busier life and sleep is high on the agenda.

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