JOSS & MAIN

RETAIL STORES / US

RETAIL DESIGN BRAND EXPERIENCE

A BALANCE OF BRITISH HERITAGE AND MODERN DESIGN, WITH A WINK.

Links of London is a 25 year-old British brand that sells accessible luxury jewelry for men and women. Over the last decade it lost it’s way and presented an inconsistent image and experience, resulting in declining sales. My team partnered with the brand to re-imagine the language of its retail environment that would celebrate high-class glamour and heritage in a way that reconciles the contemporary with the classic; quintessential British reserve with eccentricity and quirkiness.

We revisited the Links of London story and created a new identity inspired by the decorum, character and refined style of upperclass Britain. Intrinsic to the fabric of London, townhouses are layered with historical and architectural details. They are symbols of the culture, elegance and sophistication. From this we drew much inspiration, including rich wooden and marble flooring, beautiful and intricate moldings and a towering bookcase, inspired by libraries often found in these great homes.

We rolled the concept out in the US, Canada and United Kingdom.