Deadgood Showroom – London

  • Client Deadgood,
  • size 1,500 sqft
  • Year 2023
  • Location United Kingdom, London, England,
  • Industry Furniture,
  • Trifle* designed a showroom to showcase Deadgood‘s furniture in London, England.

    DeadGood approached us ahead of Clerkenwell Design Week to help transform their showroom and create a knock out platform to showcase their new collection. We set out to create a design that would be reflective of their brand personality and values plus be a talking point at Clerkenwell Design Week and into the future.

    The brief was to create a retail showroom as a backdrop to the new Deadgood contract furniture collection and a stylish and practical space which demonstrated current trends in workspace interiors. Key to the success of the space was to successfully celebrate the values of the Deadgood brand which infamously does not take itself too seriously. The innovative, fun and rebellious spirit had huge appeal to Trifle*, with both brands sharing a similar philosophy across business and design.

    Deadgood create high quality, design-focused products with personality, that strike the balance between style and function – products that act as conversation starters, mood-lifters and brand-boosters; This was the basis of the brief to Trifle*, when creating a retail environment to support and ultimately to sell Deadgood’s products.

    For the new Deadgood showroom, Trifle* put personality and playfulness at the heart of the concept, working with a vibrant Summer-inspired palette that they felt would best bring the new products to life within the space. Trifle* and Deadgood were united in wanting to express how colour and fun can be used to great effect in working environments, and were aligned in wanting to be bold and brave with each decision made, ensuring there were surprises along the way too.

    Upstairs the final showroom sees a riot of zesty colours used to create typical workspace zones for products; iconic pieces sit alongside the new collection – the seriously comfortable ‘bean bag chair’, the fun but functional ‘noodle chair’ and ‘sprung’. There is a practical co-work table here too, where the Deadgood team will work from, post showtime. The fun weaves on into the back lounge of the store which hosts a chair gallery and more agile furniture.

    A ‘problematic’ basement with low ceilings, no light and awkward pillars were challenging however Trifle* decided to fully lean into this, creating the first ‘Deadgood 70’s lounge’, inspired by the colours of a summer negroni, this is the space to escape and unwind. Trifle* has long-embraced designing relaxing and comforting spaces into office designs and this certainly plays homage to that.

    Throughout the space and complimenting each zone, are bespoke rugs created by Deadgood’s Head of Design Vicki Leach. The new Rug Collection expertly blends art and utility, infusing personality and warmth into any workspace.

    Design: Trifle*
    Photography: Mark Slater