Collaboration works for new womenswear chain

Design group Work and architect Softroom are collaborating on Jack, a new 15-strong womenswear chain for newly formed Contempo group.

Work has come up with the overall concept for Jack and will continue to mastermind the operation in its capacity as the project’s design consultant. It will also manage an exhibition space in each outlet. These will change periodically and will include artwork, furniture and household items.

“It seemed the way forward in this niche of fashion retailing was to bring together fashion and design. A lot of our target audience will be fashion-conscious with an interest in design so we decided to cross them over,” says a Work spokeswoman.

Softroom will be creating the store interiors, which will vary slightly from outlet to outlet.

The corporate identity for the chain is likely to be produced jointly, says the Work spokeswoman. The first shop will open in Windsor later this month with the rest rolling out across the country in the following months.

The two groups are also working together on design elements for the “where we live” section of the Millennium Dome exhibition.