A second attempt at Jane Packer’s flagship store in London
About the brand and concept.
Jane Packer is revered in florist circles for being
influential in contemporary arrangements, its customers believe it to be a trustworthy,
long-lived brand of high quality. Many newer flower designers have gone for a
more playful and vivid approach, were as Jane Packer has kept a feel of luxury
and minimalism. Its branding not only focuses on this sense of quality but also
a feel of romance and relationships between people.
About the interior.
Keeping that sense of quality and simplistic the interior is
practically a concrete box. The walls have been stamped with a wood print for a
classical feel. The floor polished for easy of cleaning and light reflection.
The ceiling has been left rough and painted black to give
the impression of an ongoing void and also to accentuate the floating mirror
ceiling that bends round the space. All lighting, wiring and air conditioning
units are hidden behind this ceiling. The mirrored ceiling works to make the
space seem bigger and divide the room to create a small preparation space at
the back of the shop.
Furniture in the space is inspired by classic bombe dresser
with an asymmetrical angular twist. The most important product within the shop
is obviously the flowers. They have been turned into centrepieces framed my
massive circular frames and enlarged by an array of magnifying glasses.
Have a look at these older post of the plan
and some
branding
(http://www.christopherwilliamcook.blogspot.jp/2011/05/jane-packer-branding.html) to help better understand the space.
Also be sure to check out Jane
packer’s website for images of her Olympic flower bouquets (http://www.jane-packer.co.uk/).
