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Freehaus have collaborated with Benugo on their first venture with Topshop with the opening of a new food and beverage offer within their flagship store on Oxford Street, London.
Freehaus developed a unique design concept combining Benugo’s existing branding identity with the ephemeral architectural language of fashion and catwalks.
Working closely with both Benugo and Topshop, Freehaus were asked to develop a unique design concept drawing upon elements of Benugo’s existing branding identity but combining this with design interventions befitting it’s new setting within an internationally renowned fashion outlet.
The intention was to create a new design language with the potential for rollout in future collaborations between Benugo and Topshop whilst also performing as a test bed for new ideas and ways of operating which could be introduced to Benugo’s existing High Street outlets.
Drawing inspiration from the ephemeral architectural language of fashion shows and catwalks, the design deploys materials and structures typically associated with temporary installations, whilst at the same time contrasting this approach with the selective use of high quality materials, such as bespoke terrazzo counters, to draw from the glamour of the fashion world.
The design incorporates a variety of seating styles ranging from more formal banquette seating to moveable benches, providing a place to see and be seen. The project also introduces a new counter arrangement for Benugo, placing the performance of the barista centre-stage.
Photography: Adam Luszniak
"We loved everything! Thanks once again for all your efforts on this and well done."
Guy Smith, Head of Design, Arcadia Group.