12-114 Marylebone High St, Marylebone, London W1U 4SA, UK

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A seasonal display brings in silver and green to an otherwise white palette.

A seasonal display brings in silver and green to an otherwise white palette.

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Products are displayed without wrapping for a tactile experience.

Products are displayed without wrapping for a tactile experience.

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Visitors are encouraged to explore the merchandise through touch.

Visitors are encouraged to explore the merchandise through touch.

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Product information cards help distinguish an all-white collection.

Product information cards help distinguish an all-white collection.

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A hanging display of fabrics lets customers take a bedding ‘touch test’.

A hanging display of fabrics lets customers take a bedding ‘touch test’.

Photography courtesy of Household

The White Company, London


Location:

12-114 Marylebone High St, Marylebone, London W1U 4SA, UK

thewhitecompany.com

Design Credit:

Household Design, London
household-design.com

The White Company, a purveyor of household goods almost uniformly in white, has expanded its monochromatic offerings with a beautiful new flagship store on Marylebone High Street.

It’s clear from its dramatic white-rendered façade that the store takes its all white, all the time mandate seriously. There are only a few concessions to colour, but they’re all the more striking for it. Pale timber flooring, gunmetal grey window paneling and wood and metal displays provide a backdrop for white linens, cream knitwear and white-packaged candles. The one area where the white theme is eschewed is in a kids’ area to the rear of the store, which is awash with reds and blues – after all, youngsters don’t play well with white.

Household has created a lifestyle-led retail experience modeled on a journey through the home.

The space is set up to resemble, in minimalist fashion, a home, with different rooms suggested by cues such as wicker baskets or soft seating; the beds in the bedding section feature subtle backdrops for mood-creation purposes. All merchandise is displayed packaging free, allowing shoppers to take a tactile approach to testing and exploring pillows, blankets and duvets. This is further encouraged by invitational signage found throughout the store.

Products are carefully spaced and folded for textual contrast; ash shelving and product information cards also help create distinction between different items – a unique challenge where everything is similarly coloured.

Simple, minimalist and modularly designed for easy replication from store to store, the flagship brings a soft timelessness to home decor.


Words by Stephanie Campisi


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