the white company

The concept for this store was to create “a journey through the home” evoking the brands premium aspirational positioning.
Our digital approach had to be domesticated and subtle so flat screen TVs were out of the question. Instead we concealed five mini projectors into book’s dotted throughout the store, creating charming moments of bespoke animation to be discovered as you moved throughout the space.

Some of these were projected directly onto product, encouraging you to feel the quality or communicating the craftsmanship involved.
Others were projected onto bespoke canvases, woven into the VM of the store.

The kids section, took on a more playful element, reacting to your presence and bringing the brands illustrated characters to life.

The end result was to create an engaging, intimate and distinctive experience that complimented the brand, the product and the store environment. It went on to win the award for Best Use of Design with Technology In-store at the Retail Week Interiors Awards.

Dalziel & Pow for The White Company

twc_1b