Over the past three years, since the opening of the uber-cool END Clothing London flagship store in Soho, we have been fortunate enough to work with the fashion retailer to produce their window display graphics. As well as being well versed in retail graphics, having a production site in central London just a stone’s throw from END has its advantages for sure too. The graphics always find themselves on to our social media channels with their vibrancy and impactful designs.
The 8,500 sq ft space, the brands largest physical store to date, is situated close to London’s famous Carnaby Street. It features luxury designers, streetwear and contemporary fashion spanning across two floors, with a large sneaker wall. The brand houses a range of the most noteworthy names in contemporary menswear including Off-White, Acne Studios, Stone Island Shadow Project, Comme des Garcons, Moncler, Nike and Vans.
The wrap-around glass face is fantastic for graphic installation and works as a perfect vehicle to grab the footfall attention of passersby. And on more than one occasion we have fitted graphics to the building itself, merging the glass graphics with the store front to create one big visual splash to whet the appetite.
Over the course of the past three years, we’ve used a host of media to create the END windows. Sometimes these are collaborations between brands ala Dr Martens x Bathing Ape; the launch of a specific product such as Gorillaz’s G Foot; and special one-off events like the DSA Aitor Throup live drawing class. Working with different fashion brands is a lot of fun, each with their own visual identity and creatively pushing the visuals for END each time.
Material and production methods include the more standard printed vinyl and cut vinyl decals, to processes like white ink and CMYK to frosted self-adhesive vinyl, and conformable vinyl which is used when applying graphics to the actual facade of the building.
Each install is undertaken after hours while the store is closed. Bearing in mind some graphic elements may need to be fitted inside the store, including on the internal face of the glass, we work closely with the VM team and store managers to coordinate the installation of graphics to suit the END Soho team and the requirements of the job.
And that’s the beauty of a regular working relationship, knowing the rhythms of a business and a particular store. It underpins everything we strive to do, which is work with communication and trust (and quality, of course). With continued conversations and the knowledge of how one another works, we are able to accommodate the needs of each other within the working schedule, so the best outcome is achieved for the brief time and time again.