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Creating both the brand identity and interior, their concept for Jan Restaurant uses rich turquoise, oaks and golds reflecting the decadence and grandeur of the Ottoman Empire and Persian Dynasties

Creating both the brand identity and interior, their concept for Jan Restaurant uses rich turquoise, oaks and golds reflecting the decadence and grandeur of the Ottoman Empire and Persian Dynasties

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Clean and simple - Hem's take me home wall, providing take-aways for customers to reconnect with the brand when they leave the pop-up

Clean and simple - Hem's take me home wall, providing take-aways for customers to reconnect with the brand when they leave the pop-up

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Hem’s signature wooden birds, made from furniture off-cuts from their workshops, provided a playful window display

Hem’s signature wooden birds, made from furniture off-cuts from their workshops, provided a playful window display

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Interior detail of VQ, the twenty four hour restaurant designed by I-AM

Interior detail of VQ, the twenty four hour restaurant designed by I-AM

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An eclectic mix of furnishings and lighting create a lively relaxed atmosphere, with hints of the bazaar in Lumee's Bahrain restaurant.

An eclectic mix of furnishings and lighting create a lively relaxed atmosphere, with hints of the bazaar in Lumee's Bahrain restaurant.

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Domestic furniture provides a homely backdrop with digital 'Crittall windows' providing a fresh approach to the display of digital screens in their concept for estate agents Strutt & Parker

Domestic furniture provides a homely backdrop with digital 'Crittall windows' providing a fresh approach to the display of digital screens in their concept for estate agents Strutt & Parker

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Monochromatic interior and identity for Section Mode, showcasing acclaimed Turkish fashion designer Hakam Yildrim

Monochromatic interior and identity for Section Mode, showcasing acclaimed Turkish fashion designer Hakam Yildrim

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Alongside the restaurant interior I-AM created the identity for Pizza Union

Alongside the restaurant interior I-AM created the identity for Pizza Union

I-AM


The Old School House, 66 Leonard Street, London EC2A 4LW

i-amonline.com

Working out of studios in London, Istanbul, Dubai and Mumbai, I-AM has a rich array of cultures, experiences and international insights to draw upon.

You could call them multi-disciplinary, and they are, but I-AM’s holistic approach means each carefully crafted element melds into one, with the aim of creating the best experience for the customer, wherever and however they come into contact with the brand.

Since their formation in 1997 they’ve built up a huge portfolio of clients ranging from Adidas to Carphone Warehouse, Diesel to Diageo, The National Trust to Montessori, as well as numerous projects for lesser known, yet equally interesting brands – the emotional engagement between the brand and the customer lying at the heart of each project.

Their pop up projects are especially strong and encapsulate their approach succinctly. They’re often tasked with not only designing the physical space, but the overall strategy; creating branding and marketing collateral, sourcing sites as, well as managing and implementing events and social media strategies.

Amidst the large number of pop-ups that they have created, we love their recent pop-up for Hem, which was designed to introduce the interiors brand to the UK market. Hem had been available on-line, but the pop-up created a space where customers could get involved with the brand, even creating their own product with the multi-coloured Alphabeta lamp.

One 0f their more recent projects in the hospitality sector is their concept for Pizza Union. Stripped back and raw, the interior is overlaid with a warm red glow of neon signage and subtle ambient lighting. It successfully mixes the urban with the traditional values of pizza making we all enjoy, with a large pizza oven and open kitchen providing an element of theatre, which together create a lively and bustling, yet relaxed vibe.

With projects such EIB (Emirates Islamic Bank) and many other of their retail and banking commissions, the inclusion of technology is used only where it is right and fitting; giving the customers the best understanding of the retailer and the products and services that they are selling; engaging consumers and enhancing their journey.

Founders Jon Blakeney, Pete Champion and Pero Trivunovic now make up a team of 100 plus, and the future looks as exciting for everyone working there as it does for their clients.


Words by Abigail Lloyd Jones


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