Our clients aimed to elevate flooring from mundane to magnificent with their stylish selection of carpets and luxury vinyl. They tasked us with creating an identity for their new store on Tottenham Court Road, targeting a design-conscious crowd.

Enhancing the store's 'showroom' experience, our creative strategy emphasised expertise and quality. We introduced a bold, contemporary name and logo – ‘The Floor Room’ – and crafted a premium aesthetic to go with it throughout the environment.

Fast forward to 2023, The Floor Room partnered with John Lewis, appearing in 34 stores across the UK. They needed to capture shoppers' attention and drive traffic in a busy retail environment.

We identified two key factors: a seamless shopping experience and a need for creative inspiration in flooring, centred around the idea: “Style starts at the floor.” We wanted customers to see flooring as a personal expression and a foundational element of home styling.

This concept was prominent in our John Lewis store window designs, featuring three distinct living room styles with flooring as the focal point. In-store, customers could explore these styles further at “Style to Inspire” wall bays, which showcased new design trends.

To guide customers to The Floor Room within John Lewis, we created striking in-store posters, digital screens, floor stickers, and a playful lift wrap with the question “Which floor?”. Additionally, we designed full-page ads for home styling magazines and digital assets for The Floor Room's homepage to build buzz and drive traffic.