The old Blackwell's bookshop has been transformed and re-opened as furniture e-tailer Made.com's latest retail showroom.
Customers visiting the Soho venue have access to a range of interactive features, including multiple iMac stations to place orders and handheld CloudTags tablets - as trialled in the company's Notting Hill headquarters last year - to access all product information whilst browsing.
The company's digital roots are also showcased with images of products projected on the walls. Behind each showroom set-up is a curved blank wall that references the literary history of the location. Actual-size projections of Made.com products on the wall compliment the room. With the use of projections, the displays can show different combinations that change on-demand. The dynamic display keeps the Made.com showroom alive, relevant and updated without an on-site warehouse space for its vast inventory. To replicate the depth of information that can only fit a webpage, the projection also displays detailed specifications of the products. The window display reflect the same amount of versatility inside.
This showroom are also a testing ground for new products; the space is used as an engagement tool with customers. The purely-for-show space has no payment counters, however it was designed to compliment Made.com’s online shopping experience. Plastic pins create shapes on the store’s windows and Made.com pieces are pressed against the walls to form impressions, enough to attract passersby of Charing Cross Road. in the showroom 600 product cards are available for bookmarking and tablets provide access to information about the various products, wish lists and concepts for the home. Made.com differentiates itself from other online homeware stores by presenting a by preorder-only approach.