Deadgood Showroom Refresh
Showroom refresh for personality fuelled furniture manufacturer
Retail showroom transformation to showcase new collection
London, EC1V
1,500 sq ft
Update new products
Communicate brand personality and values
Create impact and wow factor
Reimagining a Clerkenwell showroom as an immersive brand experience
After three years of overwhelmingly positive feedback for their showroom design, Deadgood returned to us to ask for our help in a refresh ahead of Clerkenwell Design Week 2026.
Our previous work completely transformed a fairly blank canvas to an exciting immersive brand space that had become a much-loved fixture in Clerkenwell as well as defining much of their branding.
The brief was to push this further, evolve the space beyond a traditional furniture showroom and create an experience that better reflects the character, creativity and emotional depth of the Deadgood brand.
The result is a destination that invites visitors to engage with the business on a more instinctive level – prioritising atmosphere, storytelling and feeling over specification alone.
The Challenge
As the contract furniture market becomes increasingly competitive, differentiation is no longer achieved through products in isolation. Deadgood recognised the opportunity to create a showroom that expresses its personality through the environment itself, establishing a stronger emotional connection with clients, designers and specifiers during Clerkenwell Design Week and beyond.
The previous showroom design established a colour palette that became the basis for much of Deadgood’s brand assets. We had to create a colour palette that retained the brand's bold and playful identity while introducing greater warmth, richness and immersion throughout the two-storey space.
Our Approach
Working closely with the Deadgood team, we developed a layered interior concept that balances energy with intimacy.
The upper floor embraces sculptural forms, expressive colour and gallery-inspired displays to create moments of discovery and celebration around the latest collections. In contrast, the lower level introduces softer materials, richer textures and hospitality-inspired settings that encourage visitors to slow down, relax and imagine the furniture within real-world environments.
By softening the colour palette, increasing materiality and carefully curating each spatial experience, the showroom remains unmistakably Deadgood while offering a more mature and immersive interpretation of the brand.
The previous showroom design established a colour palette that became the basis for much of Deadgood’s brand assets. We had to create a colour palette that retained the brand's bold and playful identity while introducing greater warmth, richness and immersion throughout the two-storey space.
The Outcome
The completed refurbishment redefines what a contract furniture showroom can be. Rather than functioning solely as a product display, 46 Old Street now operates as a fully realised brand environment – one that feels as much like a boutique members' club or lifestyle destination as it does a specification space.
Launched during Clerkenwell Design Week 2026, the refreshed showroom provides the perfect backdrop for Deadgood's latest product introductions while demonstrating the company's commitment to creating meaningful experiences that resonate with clients on an emotional level.
The project reflects Trifle Creative's belief that great commercial interiors should do more than showcase a business – they should embody its personality, tell its story and leave a lasting impression.
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