The brief for the Exhibition Rd shop demanded an innovative solution in creating an adaptable, freestanding retail store to compliment the new basement gallery as part of the Exhibition Rd Extension by AL_A. The volume, with a ceiling rising to 9.0m, irregular footprint and tight restrictions on circulation to and from staircases leading to the exhibition space, as well as access through the area for large exhibits, created a set of constraints which significantly impacted the layout and design. A large roof light framing a protected view further influenced the design. The competition-winning solution by Mark Pinney Associates creates a series of 4.5m high, demountable, pivoting frames with slender, bespoke extruded sections developed with Vitra. The open frames are retained at their head by a diamond grid, steel lattice structure, tied back to a service wall at one end and supported by a fixed sign panel at the other. Each frame can be fitted with a combination of shelves, hang rails, storage bunkers and showcases to display a wide variety of merchandise, specifically related to the current exhibition. The upper sections of these frames provide an opportunity for high level, flexible display, and establish visibility for visitors from the entrance courtyard. The frames can also be pivoted and or removed to alter circulation routes through the space to respond to individual exhibitions.