VMSD - October 2013 - (Page 12)
TG
THE GOODS
PORTFOLIO:
Hedonism Wines, London
12 OCTOBER 2013 | vmsd.com
tional, but not reverential, featuring exposed brick
and concrete. A top floor features champagne and
white wine, with a focal chandelier made of upended
wine glasses leading to red wine displays in the vaultlike lower level. – Robin Donovan
JAM E S NE WTON , LO ND ON
London’s Mayfair district is known for high-fashion
brands, stores so exclusive you need an appointment just to shop in them. When Hedonism Wines
launched a boutique there, they turned the superposh district’s exclusive vibe upside down, welcoming anyone on the street – still,
admittedly, a restricted population
– a chance to browse its selection.
And at night, when the shop is
shuttered, light from a 3-D video
projection moves along the floors
and ceiling in a way that mimics
champagne bubbles – a request
only a wine purveyor could make.
The idea is to draw in future
customers with a sense of mystery
and intrigue, according to Keith
Bradshaw, a principal at Speirs +
Major (London): “The light is suggestive of a ghost moving across
the store and disappearing; it creates a dramatic, evocative feeling
of something being not quite right
in the store. That was intentional;
it creates a memory of the space.”
Inside, the temperature-controlled store is simple and func-
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Table of Contents for the Digital Edition of VMSD - October 2013
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VMSD - October 2013
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