Design Corp turns high street on to Harmony

Licensed sex shop brand Harmony’s controversial Oxford Street flagship in London is set to open, with design by start-up consortium Design Corp.

An affiliation consisting of retail design specialist Spacecraft Design, graphic design group Draught Associates and lighting designer Orb Lighting, has created an interior that will now be applied to the chain’s three other outlets.

Despite overtly neutral window displays, which reveal nothing of the hardcore retailer’s product range, the interior is designed to ‘seduce a new customer base off the high street’, Spacecraft founder Terry Harrison explains.

The design aims to be a ‘mass market retail offer’, which, according to Harrison, ‘is intended to be as everyday as popping into HMV or Selfridges’.

Harrison adds that the ‘hard-core offer’ becomes more apparent the further you venture inside the store.

A glass floor and changing rooms that project the user’s shadow are among the store’s revealing and controversial elements.

The application for planning has taken four years to complete.