DeadGood
Retail showroom transformation to showcase new collection
London, EC1V
1,500 sq ft
Showcase new products
Communicate brand personality and values
Create impact and wow factor
Best interior design for Clerkenwell Design Week and beyond
DeadGood approached us ahead of Clerkenwell Design Week to help transform their showroom and create a knock out platform to showcase their new collection. We set out to create a design that would be reflective of their brand personality and values plus be a talking point at Clerkenwell Design Week and into the future.
The brief was to create a retail showroom as a backdrop to the new Deadgood contract furniture collection and a stylish and practical space which demonstrated current trends in workspace interiors. Key to the success of the space was to successfully celebrate the values of the Deadgood brand which infamously does not take itself too seriously. The innovative, fun and rebellious spirit had huge appeal to Trifle*, with both brands sharing a similar philosophy across business and design.
Deadgood create high quality, design-focused products with personality, that strike the balance between style and function - products that act as conversation starters, mood-lifters and brand-boosters; This was the basis of the brief to Trifle*, when creating a retail environment to support and ultimately to sell Deadgood’s products.
For the new Deadgood showroom, Trifle* put personality and playfulness at the heart of the concept, working with a vibrant Summer-inspired palette that they felt would best bring the new products to life within the space. Trifle* and Deadgood were united in wanting to express how colour and fun can be used to great effect in working environments, and were aligned in wanting to be bold and brave with each decision made, ensuring there were surprises along the way too.
Entrance to the showroom with two beautiful window displays draw people into the space
Our zingy palette packed a punch for Clerkenwell Design Week
Citric interior design palette
Upstairs the final showroom sees a riot of zesty colours used to create typical workspace zones for products; iconic pieces sit alongside the new collection - the seriously comfortable ‘bean bag chair’, the fun but functional ‘noodle chair’ and ‘sprung’. There is a practical co-work table here too, where the Deadgood team will work from, post showtime. The fun weaves on into the back lounge of the store which hosts a chair gallery and more agile furniture.
A ‘problematic’ basement with low ceilings, no light and awkward pillars were challenging however Trifle* decided to fully lean into this, creating the first ‘Deadgood 70’s lounge’, inspired by the colours of a summer negroni, this is the space to escape and unwind. Trifle* has long-embraced designing relaxing and comforting spaces into office designs and this certainly plays homage to that.
Throughout the space and complimenting each zone, are bespoke rugs created by Deadgood’s Head of Design Vicki Leach. The new Rug Collection expertly blends art and utility, infusing personality and warmth into any workspace.
A ‘problematic’ basement with low ceilings, no light and awkward pillars was transformed into ‘Deadgood 70’s lounge’, inspired by the colours of a summer negroni
A design palette for warmth
Collaboration is fully embraced in the Deadgood showroom with some brilliant interior supplier partners:
Camira supplied the majority of fabrics and fits perfectly with the Deadgood brand’s environmental thinking; their range ‘Seaqual’ highlighting the fight against marine plastic pollution. Favourites are ‘Oceanic’ with its attractive twill weave, and the lighter-weight, delicately textured ‘Quest’.
COAT were partnered with on Showroom redecoration, as the UK’s first B Corp Paint company, with a focus on the future not the past. The range is beautiful and the ability to create bespoke colours is a huge bonus.
'My Giant Hands Made These' is a Newcastle-based ceramicist, renowned for creating bespoke tableware that graces the tables of Michelin-starred restaurants, so we were incredibly lucky to have them create stunning artisanal pieces for the all new showroom.
With a rainbow of colours and patterns to pick and mix. The kitchen area now offers guests and the team a welcoming space to grab a coffee and host informal meetings.
The units have had a serious revamp with super smart vinyl from Architextural, the leading UK distributor of the key architectural finishes brands 3M DI-NOC and Cover Styl. Their Recovering not replacing mantra sits perfectly alongside the Deadgood environmental philosophy.
The beautiful bold green ‘kit kat’ splashback tiles courtesy of Archi.tile make a huge impact here. Far from just pretty wall candy, these tiles are bringing a whole new level of customisation and creativity to shared workspaces.
“ We’re bowled over by Trifle*’s approach and how they’ve got to grips with our brand. A huge thanks to them for diving headfirst into this project and bringing their ‘A game’ at every stage. This collaboration has not only resulted in a unique showroom design that we’re super proud to present at Clerkenwell Design Week but it will also undoubtedly have a significant positive impact on our business moving forward.”
Designed and installed in under 3 months
The new showroom has been designed and implemented in 10 weeks, made possible by an enjoyable union of great, rebellious and free spirited minds, thinking alike. A mutual belief that well-crafted, personality-led commercial spaces are a powerful tool in boosting productivity and collaboration, meant both teams were perfectly aligned to create a new showroom experience together.
Trifle*’s starting point was to get to know the founders and team, to get under the skin of their values, including hearing stories about how the iconic scafell sofa was created (it involved Deadgood getting very lost whilst climbing in the Lake district) and how products are built for longevity, versatility and are crafted with care in the UK.
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