← Jack Spade Store← Jack Spade Store

This four-week installation formed part of a RIBA competition that paired architects with Regent Street retailers to design a temporary window installation as part of the London Festival of Architecture.

We were paired with American men’s brand Jack Spade whose target audience ironically was defined as an architect between 35 and 45.  We were inspired by the collection of Americana and other memorabilia displayed alongside the goods in the London store and began working up ideas to collage fragments of New York and SoHo together.

The final installation consisted of two CNC routed plywood screens positioned in the large windows either side of the door, creating a fantasy New York skyline based on fragmented images.  We also created a super graphic for the four-storey façade of the classic fire escape stairs typical of New York’s SoHo district.

The result was a layered window facade that retained views into the store. The concept gently reinforced the American brand identity of Jack Spade, and gave passers-by something to make them stop and enjoy.  Inside we also created a series of imagined New York skyline views on blackboards and a display table with key drawings and models explained our design thinking.