Having previously worked with the team at Domus tiles in the review and development of their brand and sales process it was great to reunite in the creation of this inspirational new showroom in the heart of Clerkenwell’s design district.    Following a brand review using the ‘i-am’ brand key process we agreed that Domus needed to focus on being in-tune with the local design and architectural community, not just as a supplier, but also a thought leading part of the community.   The overall design concept, that we’ve called ‘Back to Front’, was inspired by visiting the Domus warehouse in West London and their many suppliers in Northern Italy. The raw workings of the warehouse have been brought to the front allowing them to be come the focal point of the experience. We also took typographical cues from the way warehouses function, how tiles are stored and the language of pallet stencilling. These cues have been represented through signage, way finding and product information.    The store is innovative, interactive but importantly adaptive. By elevating display units on wheels with no fixed zones the space can be altered to create surprise and intrigue on each visit. Importantly we also wanted the space to become a venue for great events within the local community. Tags: Brand Strategy Brand Identity Brand Application Interior Design Employee Engagement Website Design Sector: Retail Design