Niche identity for Powder is done and dusted in End

Niche Consultants has created an identity and interiors for upmarket womenswear retailer Powder, which opened in London’s Crouch End at the weekend.

The retailer will stock labels including Clements Ribeiro, Paper Denim Jeans and Kirt Holmes Jewellery and hopes to tap into increasing affluence in the north London suburb. Powder co-founder Sarah Curran says the concept may roll out across London in the future.

The group had a hand in every aspect of development from name generation and identity to interiors and merchandising. Niche creative director Chris Poulton, whose specialism is graphics, worked alongside fellow creative director Peter Grimes, who led on interiors.

The concept features a ‘boudoir changing room’, with a black velvet carpet and bespoke wallpaper (pictured), inspired by the style of 1960s illustrator Bob Manning, says Poulton. Elsewhere, illustrations of dragonflies contrast with ornate cornices and chandeliers.

Meanwhile, Niche has also refurbished the Crouch End members club Mono, to move it towards a ‘cocktail bar’ positioning. The interior is decorated with screen-printed sepia shots by Rolling Stones photographer Gered Mankowitz.