British designers collective 2015

The challenge was to deliver a quintessentially British scheme without relying on conventional emblems of Britishness. My solution was a concept inspired by Tim Walker's panelled aristocratic interiors and Alice in Wonderland illustrations. The meticulous panelled space, is the perfect scene-setter for a surrealist intervention. Shadow-gaps and lighting underline quirky changes of scale and perspective. At the heart of the store, a white plinth morphs into a monumental tree, promising wonder and fantasy, with scale and surprise as the vehicle. The tree is highlighted in decorative gold - as precious as the product that surrounds it.