Found designs Kelaty Selfridges concept

Found Associates is designing a new concept for rug brand Kelaty in the Selfridges London store.

Kelaty Selfridges

The new Kelaty Bespoke concept has resulted from the consultancy’s  credentials appointment after a pitch in March.

Briefed to create an exclusive customer experience Found sought to design ‘a cocooned private space made from yarn screens,’ according to consultancy associate Kieran Morgan.

This will display 250 samples which customers can browse to place orders, but rather then display them in draws,  Morgan says sliding doors made of material pivot 180 degrees when accessed by customers.

Ash has been used to give a warm neutral background according to Found, across the floor, display doors, consultation table and yarn screen frames.

The new concept set to open in September at Selfridges London W1 store, will ‘reference the whole process of rug making,’ says Morgan.

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