THE MIDDLE DAUGHTER POP-UP SHOP

Selfridges, London (2021)

Concept developed for a new clothing line based on 'mushrooms' for the girls shop The Middle Daughter, located at London Selfridges, The unique structure and shape of the shop was inspired by the delicate texture found inside of mushrooms. A more literal interpretation of the concept can be seen on the innovative back-lit tiles, located on the front of the till desk, to add a more playful and funky style to the place. Whilst being simple, this design brings in a 'wow factor' that fits in with the brands' identity.

This pop-up shop gives a unique experience for children as well as for parents. Children can enjoy drawing and painting mushroom motifs and patterns, found on the brands' garments, at the seating area located in the middle of the shop while parents shop or sit back and relax on the parents seating area by the fitting rooms.