Jane Packer

A second attempt at Jane Packer’s flagship store in London proved to be a challenge. Not being able to visit the site and trying to remember the layout from over 4 years ago was not the easiest task. Reference photos were pulled up from the deepest depth of my hard drive, old sketch books were dusted off and ancient emails were excavated. Finally the visuals have arrived.

 

                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

(http://www.christopherwilliamcook.blogspot.jp/2011/09/new-jane-packer.html)

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/).