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masters of

Connection Furniture : CDW Showroom : London

A brief to ‘startle and excite’. A remit that spanned, well, everything. And a tight deadline leading up to an award-winning design festival.
We had just a few short weeks to work with when we designed and fitted out Connection Furniture’s new two-floor showroom in time for Clerkenwell Design Week in May 2015. Tasked with space planning, product selection, fabric specification, graphics, signage, lighting, accessories, procurement and installation, we rolled our sleeves up.
The client asked for interruptive thinking – designs that would startle and excite visitors – to support the brand’s repositioning as masters of agile working. Our concept was ‘The Science of Everything’, which we expressed in five zones: Physics (energy), Engineering (movement), Biology (nucleus), Chemistry (bonds), Psychology (behaviour).

Our design took account of traffic flow, guiding visitors through the zones and ensuring they were presented with the complete Connection message and colour palette.
Impressively, the number of visitors that experienced the new Connection showroom during CDW 2015 was 1476 compared with 662 the prior year.
As well as presenting Connection products in action, we designed and manufactured bespoke elements to enhance the space and visitor experience.
A parabolic installation of neon green webbing spanned the void at the front of the showroom and the bespoke ‘meet and greet’ reception desk was both welcoming and eye-catching – not to mention interruptive.

“It’s rare that expectations are exceeded but your team have done that in a big way with our new London Showroom. We’ve had an extraordinarily successful launch and Clerkenwell Design Week as a result. Universally positive reaction from our dealers, blue chip end-users and A&D alike – an unprecedented 1476 of them in three days. Many told us that Connection was the busiest, most vibrant and impressive showroom in town.

You succeeded in delivering the heart of the brief which was to ‘interrupt people’s thinking’ about what Connection is all about. From the design concept, through to the layout, fabrics, finishes, sourcing of the dressing details and implementation, your team have performed superbly well.”
Oliver Ronald, Sales and Marketing Director, Connection Furniture