We were incredibly excited to be engaged by Sarah & Sebastian to develop a design for their Armadale store, as the core of their business is underpinned by art, design and creative thinking. This is probably the reason why they were very supportive of our design ideas and open to thinking about this store design a little differently from their initial design brief.

They spoke to us in detail about the creative heart of the Sarah & Sebastian fine jewellery brand and their own design process, which explores a symbiosis of craft and the forms of nature and the sea. Our brief was to bring this into their new flagship store and combine it with the hospitality of being welcomed into a private residence.

Our overarching concept was to bring form and sculpture throughout the space and introduce a materials pallet inspired by the texture and colours of kelp and the ocean with shimmering metallic leaf, deep sepia dyed linen and an almost photosynthetic deep gloss epoxy floor. We layered these elements into a floor plan, loosely based on enfilade principles bringing a heightened sense of intimacy the further the clientele moves into the store.

We also drew on some of the charming Victorian heritage details of the existing building to develop our stylised arches, high skirtings and gloss paint finishes.

The project brings to life an experience of exploration and discovery through the processional linking of the different spatial requirements. From the sense of entry, the places to sit and contemplate, the sanitised areas for piercing to the most intimate room to view the finer jewellery which might be a once in a lifetime purchase. All while connecting this into a design story which brings the client’s brand ethos into the built form and responds to the site context.

Because of this the design of the store is an example of how good design can play a pivotal role in creating a positive commercial outcome, using conceptual ideas that are thoroughly woven into complex practical requirements.

The development of a sensory spatial experience which translated the brand DNA of Sarah &Sebastian into built form. The development of the bespoke materials palette in collaboration with the selected makers. We worked closely with an artisan until we got the glazed metallic leaf that lines the central vaulted ceiling to have the sheen, we wanted to describe how light looks skimming over a dark ocean. We also worked with a dressmaker to develop the detailing for the smocked linen curtains and the ruched linen upholstery in conjunction with the upholster to evoke the shapes and movement of kelp.

We hope the design of this store advances interior design practice by demonstrating to future clients that good design can influence a great commercial outcome, and that the allocation of reasonable design fees is important for their project ventures.