Our collaboration with Cath Kidston aimed to revitalise their brand with a flagship store with a modern yet nostalgic retail experience that captures the essence of the brand while allowing for dynamic updates. The partnership extended beyond just store design, in encompassed a strategy that included flexibility to support diverse product ranges from jewellery, accessories through to bedding, homeware.
The close collaboration between O12 and Cath Kidston allowed us to build a cohesive narrative from the start, aligning efficiently with the brief and rapidly evolving retail concept. Seasonal windows were a key part of this strategy, featuring adaptable elements such as hand-illustrated features and gift-wrap backdrops. A flexible window concept was also created, allowing for effective seasonal updates utilising a modular kit of parts.
By using modular graphics, we made it easy for the brand to refresh its visual merchandising throughout the year. The Christmas windows, for example, featured a charming dollhouse theme that evoked a sense of nostalgia, aligning perfectly with Cath Kidston’s heritage while drawing in the festive spirit. This approach allows the brand to maintain a continuous appeal to customers, regardless of the season.
When designing the interior, we focused on incorporating Cath Kidston’s iconic stripes and floral prints with a refined, heritage twist, spotlighting key products and highlighting the quality of their print craftsmanship. To balance the bold patterns, we introduced neutral zones within the floor layout, letting the patterns breathe and enhancing the shopping experience by avoiding visual overload. The store’s layout also embraced an element of discovery, with carefully framed views and pathways that invited customers to explore further, creating moments of surprise throughout the space.
Specific design features such as floral-print dividers, colour-blocked walls, and island-style room displays added depth and texture, aligning with the creative vision. Iconic prints like kitsch roses on bed linen, vintage geraniums on backpacks, and tulip bouquets on umbrellas brought the heart of Cath Kidston to life, blending the brand’s classic charm with a renewed, engaging retail experience. These elements offered a subtle yet effective nod to Cath Kidston’s playful aesthetic, while providing a modern retail environment.
