House of Britain
A bold new department store for China celebrating British heritage, culture and contemporary design.
Suzhou, China
Retail
Brand Creation, Brand Identity, Interior Architecture, Interior Design, Packaging Design, VM, Detailed Design
The brief was to create a retail pavilion that captures exactly what the UK stands for and what makes it unique. The brief allowed full creative freedom in how that vision was expressed, accommodating product across a range of British categories: fashion, homewares, food and drink, cosmetics, and wellness.
Anchor the concept in British culture, past and present. Inspired by the Great Exhibition, the space is designed as four distinct ‘rooms’ within a manor house setting, blending heritage references with bold, contemporary contrasts and seamless flow.
An immersive retail concept created across four connected spaces: The Gallery, The Garden Room, The Library, and The Vault. Each room has its own character, using storytelling and design to present brands from the British Isles in a modern and considered way. Shed also developed a clear brand identity and toolkit to support a digital-first expo experience. Designed for both physical and online audiences, the platform allows people to engage with the experience in person or remotely
