Domus

Having previously worked with the team at Domus tiles in the review and development of their brand and sales process it was great to reunite in the creation of this inspirational new showroom in the heart of Clerkenwell's design district. The 700 SQM base for A&D provides a unique environment for clients to explore new ideas and technical specifications for all types of residential and commercial projects.

The Brief:

Following a brand review using the 'i-am' brand key process we agreed that Domus needed to focus on being in-tune with the local design and architectural community, not just as a supplier, but also a thought leading part of the community.

The Solution:

The overall design concept, that we've called 'Back to Front', was inspired by visiting the Domus warehouse in West London and their many suppliers in Northern Italy. The showroom itself has been returned to its foundations, stripped of artificial display walls and counters to reveal the body of this generous space.

The raw workings of the warehouse have been brought to the front allowing them to be come the focal point of the experience. We also took typographical cues from the way warehouses function, how tiles are stored and the language of pallet stencilling. These cues have been represented through signage, way finding and product information.

The look and feel is about compare and contrast, precise against rough, new with raw. Making the expected, unexpected. Precise Ceramic tiles are now presented on stripped bare concrete walls, new technology rests on used pallets and large-scale art is mounted next to exposed brick.

The Result:

The store is innovative, interactive but importantly adaptive. By elevating display units on wheels with no fixed zones the space can be altered to create surprise and intrigue on each visit. Importantly we also wanted the space to become a venue for great events within the local community. With an accessible library on the ground floor containing thousands of sample for customers to browse, the steel and glass staircase leads down to the Domus Technical lab and CPD presentation room: designed with engineers and technical designers in mind.

To this end Domus will be curating a series of inspirational happenings throughout the year all focused on the creative use of surfaces.