MADE Flagship Store, Soho
The online designer furniture retailer MADE have gone and got themselves a flagship store in central London and it looks as beautiful as you’d imagine! It was designed by architects Bureau de Change with the concept being to revaluate the role of a showroom. As such, the new store can probably be considered as much an art gallery as it is a furniture store.
MADE.com was founded in March 2010 and quickly become one of our go-to websites when we’re making any interior changes to our homes. They collaborate with around 50 designers and work closely with manufacturers across the world to offer Joes unique furniture and homeware products at prices up to 70% off the typical high street prices.
Located in one of country’s (and Europe’s) busiest shopping districts, the new MADE store grabs your attention even at the entrance. The external windows becoming a full scale representation of the product through an intricate installation, rather than simply displaying products behind the glass.
The space itself has polished concrete floors, a bespoke light installation and a postcard wall where you can take away cards with details of 600 of MADE’s products. There’s also lots of incredibly cool touches. For example, almost 40,000 hollow clear plastic rods puncture the 10 windows of the store to create three-dimensional ‘pinpressions’ (just like the 80’s PinArt toy) of some of MADE’s most iconic pieces of furniture.
The store blends physical products with full scale projections in a series of room sets, a bit like IKEA only much more creative. Joes are guided through a network of white-washed walls which are curved like the pages of a book to reference the literary history of Charing Cross Road. These walls are used to project furniture items with large format projections meaning a single room can show multiple combinations of products – changeable on demand.
Joes will also get a tablet when they enter the showroom meaning they can browse and find further product information about their favourite pieces. Alongside all the digital stuff, a large physical furniture sample archive in store means Joes can touch and feel fabrics while exploring colour swatches to help make decisions.
The incredibly cool new MADE showroom in Soho is located at 100 Charing Cross Rd, right opposite Foyles bookshop, and slap bang in between Tottenham Court Road and Leicester Square. Check out the MADE Website for all your contemporary furniture needs!