LDP isn’t floored by Brintons job

Lumsden Design Partnership has created the identity and interiors for upmarket flooring shop William Brinton, a standalone brand from 220-year-old carpet manufacturer Brintons.

The store, in Kingston-upon-Thames, opens next week as a one-off pilot. Brintons may open several other stores, but ‘not for at least 12 months’, says Brintons corporate development director Sara Hadlow. Designed to be ‘reminiscent’ of a fashion retailer, the store aims to grab a slice of the home makeover market, she says.

‘Design is key to what [William Brinton] does,’ adds Hadlow. ‘We want the outlet to break the mould in flooring stores.’

LDP managing director Callum Lumsden says the store is ‘more of a fashion outlet’, than a retail interior. It is laid out in zones connected by carpeted walkways displayed in ‘snaking curves’, and carpet samples are hung on racks as clothes are in a fashion outlet, he adds.

The identity is by LDP head of graphics Patrick Devlin, and the interiors work was led by interiors head Helen Gubb.

The consultancy was appointed in January after an initial seven-way credentials pitch, which went down to two rival groups.