Beach in the East was set up by fashion consultant Yasmin Sewell in collaboration with wholesale and marketing agency Paper Mache Tiger, which has given over its storeroom space for the pop up.
Construct created a logo with a rainbow colour palette, which consultancy founder Georgia Fendley says was created using ‘a mixture of nail polish, fairy liquid and water’ to give it a ‘dreamy’ quality reminiscent of a 1970s cinema aesthetic.
She says, ‘The film quality of the time was hazy and warm, that sense of one thing blurring into another. We made it more modern with the colours blending into one another – it felt slightly photographic.’
The store interiors are based on a West Coast skate boarder/surfer theme, with the store aiming to create the feel of being submerged within a swimming pool, complete with a pool ladder.
London-based graffiti artist Word to Mother has spray painted furniture and walls in the store, and the ceiling is adorned with windsurf sails.
The identity created by Construct is shown across in-store graphics, Beach in the East shopping bags and the store website.