The Cosmic Twins is an intriguing duo imagined by Staverton’s creative forces in order to promote the SL product range and represent its futuristic attributes and simplicity.
Staverton—UK’s award-winning and longstanding office furniture manufacturer—has launched its newest product development, a light-weight and cost-effective workstation range known as SL. This product line strengthens the company’s position as a contemporary, design-led, workspace specialist. The new addition is the result of market research and careful interpretation of customer feedback: data showed an increasing demand for more accessible, flexible and well-being focused office solutions.
In order to communicate the main benefits and key features of the SL range—light-weight framework, height-adjusting functionality, Desk Control software, cable management systems and a wide variety of colours and finishes to choose from—Staverton created an original product launch campaign. Two concepts were at the core of the communications strategy: high quality and cost efficiency. With this in mind, the marketing department was inspired to create the campaign tagline Expect the Extraordinary.
The message, which needed to draw attention, attract the target audiences, raise their brand awareness and generate engagement, was delivered using a content-rich and unique style. To represent the dual nature of SL, the Staverton team created two striking futuristic personalities known as The Cosmic Twins—which starred the campaign. Accordingly, the rest of the creative direction was structured around the aforementioned characters and tagline.
The campaign made use of different mediums, including a web page with a configurator—a customisation tool that allows visitors to see what the SL system looks like in different colours and finishes—brochures, press releases, direct e-mail advertisements and professional networks. Staverton also focused on various pre-launch actions. To draw customers to its website, the company appealed to their curiosity by producing a series of intriguing short videos that were periodically posted on social media. BTL—Below the Line—tactics, such as projection mapping, virtual reality experiences and brand presence at private and public events, were also used. These actions proved to be particularly helpful to establish rapport with small, influential customer groups or ‘tribes’.
Carlo Delucchi, Marketing Manager at Staverton, said: ‘SL is a great product range, we are very proud of its design and features, and see that the market is reacting positively to the benefits it offers. The launch campaign was a great experience, it’s the first time we have come through with such creative energy. The Cosmic Twins were meant to delight and deliver SL’s key messages, but also, to position Staverton as a reliable forward-thinking, office-furniture manufacturer, and to reinforce brand attitude, behaviours and purchase intention.’
Early results of Staverton’s Cosmic Twins campaign include record-setting company website visits and—as in-house surveys show—an overall positive emotional response from the customers. The originality of the campaign stems from the efforts of a structured team of professionals which included marketing specialists, designers, illustrators, copywriters, photographers, video makers, production artists, models and even musicians.
As Pageant Media moved to a new office space to house their growing company, they wanted flexible working solutions and a style update. Aspect Flooring worked with ThirdWay Interiors to provide striking floors for this CAT B fit-out.
“This was an installation which demanded precision from our fitting teams, as it involved several junctions between floor finishes at a variety of angles – all unified by minimalist glazed offices. ThirdWay also incorporated the unique exterior curve of the One London Wall building into their design. A series of interlocking meeting rooms and open plan sections in monolithic carpet met the herringbone-laid woven vinyl of the angular main walkway, so careful decisions were made to make sure that each section bordered in a harmonious way.
“In this creative office design, varying how the products were laid was used to great effect. In the central walkway, Bolon’s Silence woven vinyl planks in Illuminate were laid in a herringbone pattern, with planks facing in alternating directions. This created a reflective chevron design, which appears and disappears depending of the angle of the light.
“Interface’s Touch & Tones carpet tiles were laid in a checkerboard pattern, using different pile heights of the Griege colourway to create contrast. Elsewhere, subtle blue and teal tones were used to reference Pageant Media’s company logo.
“We laid Forbo Marmoleum Concrete to the break-out spaces and Interface’s Composure carpet to the open-plan office areas, as both provide practicality without distracting from stunning views of the London skyline.”
To date, Aspect has completed over 3,000 projects, including Nestlé’s 10,400 m2 UK headquarters, refurbishment work for the Royal College of Psychiatrists, and office spaces in the Shard, the Gherkin and Heron Tower.
In April 2017, Chris and Laura Frost were awarded CEO of the Year at the Business Excellence Forum, and in August 2017, Aspect was a finalist for Supplier of the Year at the London Construction Awards.
Johnstone’s Trade returned to Clerkenwell Design Week 2018 to reveal Voice of Colour’s 2019 trends guide. Its immersive, colourful pop-up in Brewhouse Yard gave visitors to the stand an exclusive insight into the themes and colours shaping Voice of Colour in 2019.
Following its success in the United States, Voice of Colour was first launched in the UK in 2017. The palette brings the latest colour trends from around the globe exclusively to Johnstone’s Trade and its UK customers.
During Clerkenwell Design Week, Johnstone’s Trade showcased this unique colour palette, bringing it to life through a striking pop-up with outer feature walls and a street furniture installation decorated entirely in the Voice of Colour shades.
Inside, the highly anticipated colour stories that form the 2019 trends guide were exclusively on show to event attendees. A digital object recognition table provided a virtual journey through the Voice of Colour process, right up to the launch of Colour of the Year.
Donna Taylor, Principal Colour Consultant for Voice of Colour, said: “Our pop-up and installation at this year’s Clerkenwell Design Week captures the personality and vibrance of the Voice of Colour palette, as well as the powerful impact colour can have.
“Following the success of the 2018 trends guide, Corelation, and the popularity of the 2018 Colour of the Year, Black Flame, we wanted to give attendees at the event an exclusive insight into Voice of Colour 2019 and bring it to life in an interactive and immersive way.”
One of the UK’s few remaining tile manufacturers to design and produce products here in Britain, British Ceramic Tile is incredibly proud of its longstanding heritage and in-house design credentials.
This year, the company will dedicate its Clerkenwell Design Week celebrations to honouring the best of Great British design and manufacture.
Three days packed full of guest talks from leading brands and partner collaborations, British Ceramic Tile has secured other like-minded companies from across the kitchen, bathroom and interior design industries to come along and showcase their products and services to visitors, offering a true vision of exceptional British design.
British Ceramic Tile will also be using CDW as an opportunity to showcase some of the latest products to arrive in the specification market. These include Rock, a porcelain tile influenced by natural stone, available in a polished, hammered or matt finish and Seagrass, a ceramic tile created using a combination of the latest technologies in inkjet and rotocolour printing.
“For us, CDW is the perfect opportunity to celebrate our obsession with British design and manufacture. We want to communicate to the A&D community that our products are designed and made here in the UK, using locally sourced materials and a highly skilled workforce. Our manufacturing heritage is a real selling point for us, and a key consideration for our customers who want to buy British”, comments Liam Poole, head of specification marketing at British Ceramic Tile.
“We’ll be joined during CDW by other outstanding British manufacturers who want to celebrate with us. Expect some fun and plenty entertainment!”
British Ceramic Tile will be inviting partner brands from the Made in Britain network to join their exhibition. Made in Britain is a marque endorsed by many manufactures to strengthen the appeal of their brand, positioning their products as quality British produce.
British Ceramic Tile’s showroom is open every day throughout Clerkenwell Design week. Visit the showroom at 26 Seward Street, EC1V 3PA.
The Space are a professional and sought-after office and meeting venue provider, offering truly unique workplaces in the heart of London. With style and simplicity at the core, their carefully designed offices, meeting rooms, break out areas and receptions provide flexible and inspiring methods of working.
With seven locations across London, in areas such as Aldgate, Shoreditch and Regent Street, The Space really are taking over.
It all began back in 2014. After many years of working for serviced office providers, Founders (and husband and wife team), Corina Degani and Matthew Davies, recognised a gap in the market for design-led, contemporary spaces which present superior customer service. The Space set out to offer their clients the opportunity to concentrate fully on their businesses, whilst they handled the rest. Through applying their 30+ years of experience in the marketplace, they began their journey to create chic, adaptable and distinctly special environments.
Each building The Space has created has been designed according to its location and history, retaining as many original features as possible. The first building within their continually expanding portfolio opened in 2014.
Just off the bustling Silicone Roundabout, 69 Old Street is located in an area imbued with creative and entrepreneurial spirit – the perfect location for a dynamic business. The 14,000 sq ft building originally belonged to Islington Council and now consists of private offices of all sizes as well as lounge areas, meeting rooms, telephone booths, kitchen and dining areas on each floor, showers and more. This is all topped by a beautiful and (sometimes) sunny roof terrace – a feature which is tremendously popular among all of the clients.
The second building opened 2015 in Shoreditch High Street. Located in London’s most artistic borough, it is bursting with character and charm. Previously a bank and a nightclub, the building revels in high ceilings and wooden floors and fuses professional work spaces with social hubs.
The remaining sites, 41 Old Street, Aldgate, Holborn, Regent Street and St Katharine Dock, followed over the next two years, all opening at 100% occupancy. One of our particular favourites is the Regent Street location. The traditional façade fronts a refurbished, modern and connected office space with the advantage of kitchen and dining spaces on each floor as well as the usual blend of business-like meeting rooms and relaxed breakout areas. It boasts a striking reception area with Victorian-style black and white chequered floor tiles and handsome red upholstered chairs.
Starting with the industrial look, in many of the projects, The Space made the most of exposed walls and concrete flooring. Ceiling tiles were stripped out, leaving visible services. Natural light in all the buildings is key to the look and feel of the spaces and fixtures and fittings were chosen to get the best out of the canvas within each area. The design of each building has been personalised depending on the location, evolving as the company has grown more confident in delivering to their clients’ needs.
“We are proud of all seven buildings and our client retention is testament to our buildings, facilities, staff and service, learning from each development and growing a strong, stylish brand and ethos.”
Morgan is a British company that designs and manufactures original, high-quality furniture, seating and tables for the contract market from its factory in Hampshire. The stylish pieces are created from the combination of passion, care, design integrity, experience, craftsmanship and dedication to quality.
British design-led manufacturing company, Morgan, will be expanding a number of collections during Clerkenwell Design Week 2018. Most notably, the Pimlico collection, to include two new sofas, the dramatic high back booth sofa, and low back two seat sofa to accompany the lounge chair.
The Pimlico collection, designed by Morgan Studio, began as a bedroom chair with a small footprint, and has developed to include a variety of size options and high-back options. With their distinctive smooth curved lines and a unique oval seat pad, the expanded collection offers further possibilities and interior solutions; creating a cohesive collection suited to both workplace and hospitality interiors.
Morgan will also be showcasing their recent Valencia collection, also designed by Morgan Studio and launched at Sleep 2017. The collection consists of modular seating, statement asymmetric daybeds and striking metal tables. The collection of tables has expanded to include two varying heights, the lower of which can either be specified as a wide coffee table or smaller side table. Each table features a lightweight metal cross frame, with a subtle angle echoing the ‘V’ shaped silhouette of the Valencia sofa collection.
The Valencia coffee tables also have a variety of top options: these include a clear glass or Carrara marble inset top, as well as two varying decorative metal disk options. These alternative styles give scope to adapt the aesthetic to suit the interior scheme whilst remaining cohesive with the Valencia seating collection. The tables come in black or white as standard and are also available in a metallic brass epoxy finish.
To view these new collections please visit the Morgan showroom at 1 Dallington Street, ECV1 0BH, during Clerkenwell Design Week. To find out more, visit www.morganfurniture.co.uk or call 01243 371111.
Rebecca Hughes Interiors are delighted to have been chosen to design the new London flagship store of fashion brand Beulah. Opened in April 2018, the new beautiful new store reflects the company’s sense of style and social conscience.
“We’re so pleased to have had the opportunity to work with a fantastic brand like Beulah”, commented Rebecca Hughes, founder of Rebecca Hughes Interiors. “I had met the founders, Natasha and Lavinia, previously and I was delighted when they got in touch. They wanted to create a store that was reflective of the brand and its story, whilst also creating a feminine, luxurious space where one could feel elegant and at ease. I absolutely love the location of the flagship store – Elizabeth Street is so iconic and I really wanted the facade itself to sit well amongst the other brands.”
Rebecca Hughes Interiors aimed to create a store which made the experience of shopping at Beulah as lovely as the clothes themselves, as well as incorporating some of the brand’s strong moral values and elegant, feminine style.
With this in mind, the interior has been styled using delicate designs in feminine tones, with pops of colour and floral touches to create a peaceful, beautiful space. The main colour palette was based around a soft pink, which is echoed on the ottoman and the curtains as well as the walls themselves. This was combined with beautiful gold rails and mirrored furniture accents, giving a touch of luxury and a feminine feel, whilst creating a canvas for the clothes and their prints to shine.
In addition, a gorgeous mural was designed for the back wall behind the till. This was kindly hand-painted by Lavinia’s mother, Marika, and is distinctly British with a nod to Indian design; a country which sparked the imagination of Beulah’s founders when it came to their designs and charitable work.
“The fabrics and the design of the store have Indian roots, and I wanted to allude to that Indian heritage, while still keeping the idea of Beulah as a British brand”, continues Rebecca. “It was my aim to create an aesthetic that was luxurious but also had the intimate feel of a home.”
“Therefore, we decided to create an environment which was different to the traditional clothes shop, with a feel closer to a dressing room or bedroom than a department store. I wanted the customers to obviously love what they see, but also feel comfortable enough to begin to imagine how the clothes might look in their own homes and their own wardrobes. We made sure to include lots of gorgeous soft furnishings and homey touches, such as cushions and accessories, to create a relaxed atmosphere.”
The suppliers for the project included a mixture of high street items, such as the Oka console Table, and bespoke pieces including the antique mirror till counter. Rebecca Hughes Interiors also hand painted the large table lamps and created bespoke lampshades from the latest collection from Beulah.
When it came to the facade of the shop, Rebecca opted to recreate Beulah’s beautiful white and navy floral print on the exterior walls themselves. Elizabeth Street in Belgravia, London, has become known for its unique, Instagram-worthy shop exteriors, and the new Beulah store certainly fits into this enviable location.
It was also important to the owners that the new store reflected the company’s mission and dedication to their charity, so Rebecca made sure to include artwork and decor which echoes this. They also installed a TV that the girls use to show the work of their charity; another useful way of subtly emphasising that this is more than just an elegant product or fashion label; Beulah is an ethical business that is not only about creating beautiful clothes but also helping individuals in the wider world around them.
“We’re delighted with the finished project,” adds Rebecca. “Beulah has so many wonderful patterns and prints that we couldn’t resist incorporating them into the design itself. Following the project, we have also been collaborating with Beulah to produce a homeware collection; cushions, upholstered footstools, and so on in the classic Beulah prints, which is a testament to their design and beauty.”
Each sale Beulah makes supports vulnerable women and victims of trafficking, and their clothes have been worn by numerous high-profile figures, including the Duchess of Cambridge and Julie Walters. The new showroom is located on Elizabeth Street in Belgravia, London, and opened to the public in April 2018.
Clerkenwell Design Week promises to be bigger and better than ever this year, with a host of new showrooms popping up across London – including Creatif’s new home at 79 Clerkenwell Road; the number one destination to experience market-leading flexible space, acoustic comfort and wellness solutions.
Last month we caught up with Creatif’s Managing Director, Dwight Bailey, on all things flexible space and acoustic comfort. This month, we checked back in to hear more about their new Clerkenwell showroom.
Tell us about your new showroom – what can visitors expect to see?
We’ve had a showroom presence in London since 2015, but within the last 12 months our ever-increasing product range meant we were unable to display our entire product portfolio at once. This was the primary driver for us seeking a new showroom in Clerkenwell – to create an immersive, functional workspace demonstrating not only our entire catalogue of products, but also our approach to design.
Our new home is located at 79 Clerkenwell Road. Split across two floors, the 2,400 sq ft space will be a showcase of our leading moving wall systems and acoustic solutions – as well as some new products we’ll be launching during the event, Seclusif and Effectif.
What is Seclusif?
Seclusif is our new range of truly modular and genuinely acoustic rooms, designed for fast-moving companies who want to avoid the constraint of fixed partitions (and dilapidation costs) but still need privacy.
The workspace industry has seen a rapid increase in the number of modular rooms and pod systems over the last couple of years but nothing as functional and adaptable as Seclusif.
As well as the standard size options available, panel modules can be reconfigured and joined together with ease to allow for different layouts and sizes. Not only this, each unit is completely bespoke and allows for integrated furniture such as desks and shelves – everything has a place.
Acoustics are also a big part of Seclusif’s offering. The integrated Class A acoustic panels applied to the interior walls reduce internal reverberation, increasing acoustic comfort and productivity, making Selusif the perfect refuge from the open-plan working environments we see so often. Other features include air conditioning, lighting, power, lockable doors and more.
It’s a product we are all really proud of and can’t wait for people to experience it.
And what about Effectif?
Effectif is our brand new, comprehensive range of workspace furniture – and is something we’re very excited about. Our Spring 2018 collection will also be launching at Clerkenwell Design Week.
What type of furniture items can people expect to see in your initial collection?
Our first collection will be comprised primarily of extendable desks, lightweight chairs and stools and smart storage units.
Every product and service we offer is aimed at providing flexible space and acoustic comfort resulting in conditions that boost employee wellness – and the Effectif range is no different. Not only did we want to produce a range of stunning and comfortable furniture items, but ones that contribute to these core principles.
We will be adding to the range again later in the year with the launch of our truly innovative Autumn 2018 collection. Watch this space…
So, in summary, it’s a busy time for Creatif right now?
Yes, but that’s nothing new. We believe people deserve the best environments for wellness, productivity and interaction at work, so we’re committed to continue pioneering products and services aligned with the needs of world-class workspace users.
The team and myself are so excited to be able to share the next chapter of Creatif with the public at CDW.
The doors to Creatif’s new showroom at 79 Clerkenwell Road open at 9am on Tuesday 22nd May. You can find out more about Creatif by visiting their website: www.creatif.org.uk