Property developer Cadogan Estates, owner of the sites, is hoping the graphics will entice high-end luxury brands to take out short-term leases to create so-called ’pop-up shops’. To attract retailers to the sites Mammal has built an imaginary cosmetics range called ’I could be… by Cadogan’.
Mock-up packaging for the range uses typographic branding and playful copy, such as ’I could be… so… Boutique’, to promote the appeal of leasing a unit. According to Mammal senior designer Robin Powell, the dummy products were created at normal size, but photographed so they could be added to a scaled-down graphic version of the interior space.
The resulting composite image was printed on vinyl at the size of the shopfront window. Once applied to the window the image creates the impression of giant beauty products occupying the floorspace inside. The first premises to receive this graphic dressing are located behind Sloane Square, but the designs will be tailored and repurposed for other sites in Cadogan’s portfolio as they become available to let.
’The premises are all in wealthy areas, which led us to use this type of luxury imagery,’ says Powell. He adds, ’The imaginary brand parodiesluxury goods to communicate to the target market that the premises are available to let, while humorously suggesting how they might be filled.
Cadogan Estates is hoping to encourage the installation of popup shops in the units, running from a few weeks to a few months.’ Mammal was appointed to the project without a pitch on the strength of its portfolio of work, according to Powell.
Cadogan Estates has owned a portfolio of residential and commercial property in Chelsea for more than 300 years.