Located on the 9th floor of a Notting Hill tower block, the project was made.com’s first showroom.
The project explores the relationship between online and offline. Here, technology and software (QR codes, LCD touch screens and 3D scanners) sit alongside the physical product, fabric samples and furniture miniatures.
The experience for the customer begins at the ground floor lobby where the ceiling has been given texture using a more than 500 down-scaled replicas of some of made.com’s most identifiable pieces of furniture. To create the texture, products were 3D printed as miniatures which were used to formed silicon moulds. These were then cast in a yellow-tinted Jesmonite. Each of the 560 maquettes are then suspended from the lobby ceiling, creating a relief and a subverted glimpse of the product to come.
On the 9th floor, the old commercial office space has been stripped out and pared back, serving the dual purpose of providing a blank canvas for the product whilst emphasising the views over the London skyline.
On this floor, the space is divided into a series of curated room sets. The rooms are separated by hanging moveable lightweight screens built from translucent tensile fabric stretched over aluminium frames. The screens appear like photographic backdrops framing the product and referencing the images on the made.com website. When viewed from behind, the products appear as 2d silhouettes in monochrome alongside simple gallery style product information.
Towards the rear of the space a large pigeon hole cabinet contains postcards of each product with dimensions, material, pantone references and images. These product CVs are combined with abundant material samples to provide a product DNA for customers to takeaway.
Photography: Eliot Postma