Pentagram and All of Us work on new Cass Art store

A new Cass Art store will open next week in Hampstead, north London, with interior design by Pentagram partner William Russell, and digital interactives by All of Us.

Pentagram has been working with Cass Art since 2003, when the consultancy was approached by the company’s managing director Mark Cass and tasked with creating its brand identity.

For the past seven years Pentagram partner Angus Hyland has acted as brand consultant to Cass Art. Hyland also created the Cass Art Kids branding, which will be used in the children’s interactive play area in the new store.

The Hampstead store interiors have been designed by Pentagram architect Russell, who also created the interiors for the Cass Art store in Islington.

All of Us was commissioned around two months ago by Pentagram to work on the entrance area, according to All of Us director of R&D Orlando Mathias. He says the consultancy worked to link the entrance to the children’s area.

All of Us has developed a lightbox for the play area, which uses ‘a particle engine that creates an ink-type look’, according to Mathias. Children can interact with the screen using stencils, their hands or Cass Art products. When they have created an image they can press a button to capture it and it will then be displayed on street-facing screens at the store entrance.

Mathias says, ‘Because it’s an art shop we didn’t want to use Photoshop and digital tools – we wanted the children to be able to use real items to interact.’

The new store, which will be the fifth Cass Art store, opens on 7 August.

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