Meet our store designers- Jude and Rhian

Rhian – We met working together on the Creative team at Anya Hindmarch which was the beginning of an amazing working collaboration and friendship. We both have significant and broad experience in the fashion industry working across all areas of creative direction and design for brands such as Ralph Lauren, Selfridges, Paul Smith and architectural firms such as Brinkworth.

A couple of career highlights for me has been working on some amazing fashion show events at locations such as the Beaux Arts In Paris, Highclere House (the home of Downton Abby) as well as working on the creative direction for the hospitality spaces at Wimbledon, The Golf Open and Olympic Games!

Jude – Some favourite projects for me: designing the Selfridges centenary exhibition, collaborating with Chanel on their travelling fine jewellery exhibition. Also, working with Louis Vuitton and Yayoi Kusama on a store take over at Selfridges, including a concept space and all windows.

Rhian – I actually studied History at University as I am a bit of a history geek and at that point wasn’t sure what I wanted to do. I began working part time on the visual team at Topshop at 16 and this is where my love for creating, and visuals began. I then worked my way up through different visual and creative positions at Paul Smith, Ralph Lauren and Anya Hindmarch which took me all over the world and decided, after having my baby, that it was the time to start my own interior design and creative consultancy company and work in collaboration with other creatives like Jude when the projects were right. I have always enjoyed creating spaces that people feel happy in whether that is a home, store or office- every project that I do inspires me on to the next.

Jude – I studied design at Goldsmiths and in my final year pulled my love for design and retail together, in a huge light bulb moment realising that retail design could be a career! I started working at Brinkworth straight after uni, working on retail and residential interiors projects – which was a great start. Then more than a decade in creative roles at Selfridges which gave me a wealth of amazing creative opportunities, from there to Anya – after which my freelance chapter began. I now work across interiors and experiential projects.

Rhian – Being close friends makes the communication very open and honest- we are not scared to play to our strengths and although we have worked in similar roles, we also have some diverse skills that complement each other- we bring slightly different things to the table that work together well. We have also worked alongside each other for a long time in busy, stressful environments and so we know where and when we need to support one another.

Jude – Everything Rhian said!

Rhian – I believe that customers expect an awful lot from a store these days- in the age of online shopping visiting a store is an experience, a treat for the senses and we consider this in a 360-degree way- sound, sight, smell and touch are all so important in setting the scene and creating the mood. Giving your customers a bit of the unexpected (such as an exciting colour palette, using unusual materials, art installations and collaborations etc) is really important. Customers need to feel a sense of luxury and beauty but not so much that they feel as though they are in a museum- they need to feel relaxed enough to touch and explore the product and getting this mix right is what makes a space special.

Jude – Experience is everything – your visual and physical experience – to be surprised – get more than you expected from a store is how to stand out. As Rhian says- going to the store is a treat now, and with all the touch points you have with a brand online and on social – coming to the store is like coming to a brands home. The space needs to ooze the personality of the brand.

Rhian – From a practical perspective having to do all your research for materials, fabrics and colours online is tough and takes extra time- samples need to be ordered, you wait for them to arrive etc versus popping into a store/ showroom and physically being able to decide there and then. Also, when designing as a duo we were only able to work together over zoom and a million text messages! That being said, it made us work smarter and it was definitely a useful learning curve for us.

Then there are the store challenges to consider- in these changing times we had to really think about the practicalities of having a designated space for hand sanitizer by the door, a clear route for customers to follow in order to comply with social distancing, creating space so everyone felt comfortable as well as making sure there were enough fixtures and units to fit all the product on the shop floor and storage! We find this kind of challenge exciting- something new to consider and work through and we did this by designing bespoke fixtures that looked amazing and had multiple functions!

Jude – Rhian has captured it all here!

Rhian – Inspiration can be found in anything! (I learnt this from working with Paul Smith as this is his mantra and totally true- you just have to open your eyes and be present to see it)!

Jude – Agree with Rhian again! But nature, art, travel, are right up there. I find discovering new materials exciting and often inspire me or lead me to a certain design.

Rhian – All the technology allows us to keep pushing the boundaries of what is offered and to us that is very exciting. We always like to try and look at a space slightly differently, design out of the mould, something unique. As I touched on earlier technology allows us to think about the space in a 360 degree way- taking hold of all the senses and creating an experience, not just a place to buy.

Jude – Technology allows us to visualise ideas so rapidly now. In the 20 years I’ve been in design the programmes have changed so much and are now so much smarter and user friendly.

Rhian – It allows them to become fully immersed in a space using all the senses rather than just one. To me you do not get the same rush from sitting at a computer and inputting your card details, waiting days for something to arrive then you do from receiving excellent customer service in a beautiful space and walking away with something there and then. Space design allows the audience to be part of something rather than looking in from the outside.

Jude – I Agree!

Rhian – Adding in a bit of something unexpected, pushing the space to do more and work harder than you think it should.

Jude – Magic! Secret touches, unexpected details, beautiful considered details that aid your experience and use of a space.

Rhian – I think the art industry has offered us some amazing immersive experimental spaces recently- from The Van Gogh exhibition to Yoyoi Kusama infinity mirrors to the Light Shows- all of these are encouraging the viewer to see things in a complete 3D way rather than looking at a flat image. It brings the art to life and evokes feelings, this is what inspires us when we think about space design.

Jude – I’ve loved seeing how the creative industry have pivoted to online experiences this year, the pandemic meant everyone had to think differently – online consultations, masterclasses and events have been amazing.

Rhian – After the year we have had just to be out and about again and looking at things with a fresh perspective and eyes is just amazing. I used to spend every day of my life in central London working opposite the Royal Academy and you lose sight of the beautiful city you live in. I would say supporting the arts and getting back out to galleries such as the V&A, RA and Tate is super important right now, these institutions and beautiful spaces have suffered massively and need our support to get back on their feet. At the same time you forget what these creative outlets offer us in return and I for one have truly missed them. Following on from this I would also say that getting out into London’s beautiful open spaces is a must right now- whether it’s sailing in a swan boat in Hyde Park to taking a dip in the ladies pool on Hampstead Heath, remembering all the amazing things about our city right now is important.

Jude – Love Rhian’s answer here, and would only add supporting your local and small businesses – must continue!