Hailed as a “beacon for design, commerce and wider discourse [...] with a positive social purpose”, by Forbes, we are delighted to announce our collaboration with sustainable luxury fashion brand The Maiyet Collective on the launch of its first concept store in the UK. The store, located within The Conduit, Mayfair, was designed and produced by The New Craftsmen and showcases the work of our makers.
Located within the hotly anticipated private members club for social good, The Conduit, ‘The Maiyet Collective’ brings together exciting sustainable luxury and positive impact brands spanning lifestyle, beauty, fine jewellery and ready-to-wear.
Our remit was to design and execute the experience. Much like our collaborations with Burberry (Maker’s House, Thomas’s Café) and Selfridges (A Home For All), our ambition was to create an experimental and immersive experience with a rich story to tell. Partnering with our long term collaborators interior architects AMD and graphic designer Antonia Huber, we have created a 360° retail solution that blends function, narrative and experience that speaks from the heart of the Maiyet brand.
Our design concept is rooted in the ‘Roll up, roll up’ spirit and mentality of the traditional market fair, that everything can pop up to create a whole ‘world’ and then roll-away quickly and seamlessly. We wanted to tap into the colourful world of resourceful street markets and traders – a single space for storytelling and specialist sellers. To evoke the market’s sense of theatre and playfulness, we have applied a combination of videography, signage, demonstrations and ‘storyboards’ that explore the origin behind each brand.
This layered, interactive retail experience is also brought to life through a palette of simple, honest materials, enabling customers to engage with the brands and their products in an authentic and direct way. Specific materials help to distinguish each zone, such as copper and marble for the beauty section, chosen to complement the different products while also having the durability to withstand the shifting nature of this pop-up. Where possible and achievable we have drawn in the processes and materials of British suppliers, preserving traditional skills and workmanship.
In addition to the design concept and delivery of the fixtures and fittings, we are proud our makers’ work will be presented as part of The Maiyet Collective. Our first maker, ceramicist Iva Polachova, will present a range of pieces from bowls to artworks within the homeware section, perfectly demonstrating how The New Craftsmen can work from concept through to product selection.
With an increasing number of consumers now considering the sustainability and origins of their purchases, a movement we have fronted since the business was founded and which has been rapidly building in the luxury sector in recent years, The Maiyet Collective is the perfect setting to explore the possibilities of socially-conscious spending.
The Maiyet Collective is located at 40 Conduit Street three days per month, for more information visit maiyet.com. Contact [email protected] to find out more about our creative consultancy services for your brand.