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The Floor Room

A good fit for a new floor store

The team asked us to create an identity for a prestigious new store in Tottenham Court Road. The aim was to attract a design-conscious demographic – and feel totally distinct from their main estate brand.

To optimise the ‘showroom' experience of the store, we delivered a creative strategy that leveraged expertise and quality. We came up with a bold, contemporary name and logo – ‘The Floor Room' – and designed a premium look and feel.

In contrast to the more value-driven main estate brand, our customer journey focuses on inspiration and style. The tone of voice was lifted with (often unexpected) sprinklings of wit. This bold new approach meant that every element in the new store drove home the premium message, making every visit an engaging, memorable experience.

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"The excitement the Whippet team showed towards the brief was infectious. It’s rare for designs to stay true from concept to execution, but we were so impressed with their work we were intent on ensuring that the final delivery was exactly what they had created."

Joanna Moralee,
Head of Brand

The Floor Room

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