v&a museum shop
Bureau de Change proposed to develop the connection between the Exhibition Road shop and the Museum collections, through a curatorial approach to retail design and display, inspiring visitors within the shop as well as the galleries. A connection with the galleries will also be forged, by introducing the familiar language of the Museum’s existing cases and cabinets into the new retail space. Digital interfaces will be integrated with product clusters in order to contextualise and augment the online experience and provide convenient access to product information.
The fit out proposal manifests a visual identity and language, which distinguishes the shop area. Variations in unit levels substantiate the shop’s presence within the generous height of the space. Formations of steel units with slim profiles, create a feeling of lightness, transparency and lucidity, offering views across the space.
Units are designed to offer maximum flexibility, operating in clusters with a multitude of compositional options. The non-linear layout and distribution of glass cases throughout the space offer an element of surprise and encourage browsing. A ‘discovery style’ shopping experience is offered to consumers, strengthening their connection with the brand and product. Clusters with elongated units can be orientated to ease traffic flow, also promoted by the feeling of openness created by the freestanding structures.
Simple forms and a classic colour palette complement the original building and elements revealed by the new extension, and elevate products on display. Simultaneously, the graphic contrast provided by steel clusters act as a visual stepping stone between the original and new building architecture.