Din Associates makes London Bed concession

Din Associates has completed a 400m2 concession for the London Bed Company, the first phase of its work on Selfridges’ fourth-floor furniture department.

The redesign of the concession in London’s Oxford Street is due for completion by the beginning of November.

Project director Philip Dolman says, ‘We are presenting the beds in a way that reflects their quality. There is an emphasis on glamour and lifestyle, it’s domestic, but not cutesy. We have developed a clean, contemporary look.’

The space is entered through three arches, which are lined in dark brown Alcantara to contrast with the surrounding cream walls. Two central columns link three smaller areas. The ceiling of the central space is recessed and painted dark blue.

In addition to the interiors work, Din Graphics has updated the London Bed Company identity to complete the interior treatment.

Din Associates is also working on a concession for the upholstery firm Collins and Hayes. It is due to be implemented by the third week of November.