Design showcase: The Lounge Co flagship store

13th July 2017

Sofa and armchair brand The Lounge Co, which is stocked by a number of furniture retailers across the UK, and sells online, decided to open its own flagship showroom.

The brand, part of a group with established brands including G Plan, Parker Knoll and Duresta, was seeking to reflect its identity and create an optimal backdrop for its products.

Turnerbates Design & Architecture was appointed to design the store, which is located in a prominent corner unit on London’s Chiswick High Road. The unit offered 434 sq m (4,671 sq ft) of space over two floors.

The interior was constrained by a void to the front of the store, which admits light to the basement level but limits visibility into the store from the street.

The agency developed suspended platforms that allowed the space to be used for furniture display, while oak frames on metal posts let the store display interchangeable posters – creating depth and movement without restricting views further.

On entering the store customers are greeted by a pair of suspended armchairs.

Customers are taken through a number of processes to choose furniture styles and fabrics to personalise their purchases.

The Lounge uses a minimalist black and white palette for its corporate identity, and this colour scheme was used throughout for directional signage and to distinguish key areas in-store. There are painted black lines on the white ceiling – along with a large scale version of the retailer’s identity – to reflect the attention to detail of the products on sale.

Contrasting materials, such as a slatted oak welcome desk and the warm colours of the merchandise, are used to soften the feel of the store and give a relaxed edge to its warehouse style.

Shopfitting: Target Shopfitters
Signage: Castleton Signs
Creative content and branding: Cubiquity