ARGENTUM FLAGSHIP STORE
PROJECT OVERVIEW & SCOPE
My task was to design and implement large-scale illustrations, visual merchandising, and adaptable displays for Argentum’s first physical retail store at 119 Portland Road, Notting Hill, London. The project had to embody Argentum’s whimsical, magical identity while positioning the store as a luxury shopping destination.
Deliverables: Large-scale illustration for building façade; Brand application across physical touch points; Visual merchandising concepts and layouts; POS design for in-store use; CAD designs for decal placement and display structures
Team: Creative Director; Graphic Designer; External visual merchandise production company
My Role: Graphic Designer
STAGE 1
The first phase of the project was to illustrate some building decals to transform the façade into a turn-of-the-century “la maison” for Argentum. An important detail was to integrate subtle references to the brand’s mystical character within a refined, premium presentation.
Images Above: Illustrative details designed for the outside of the building
STAGE 2
The second stage was to design flexible, easily adaptable window and product displays that communicate Argentum’s ethos: “discover beauty through balance,” inspired by tarot symbolism and Carl Jung’s archetypes. I chose to develop an “infinite story” visual concept for the window dressing, featuring thematic transitions between energies: Sun to Moon, Earth to Water, capturing both masculine and feminine elements.
Images Above: We worked with a production house to create bespoke platforms for the graphics to slot into
Images Above: The story of the sequence of windows begins and ends with a spinning wheel of archetypes, which have either a balance of masculine and feminine energy.
Images Above: Adaptable and interactive product displays
Image Credit: argentum apothecary ltd.