Red or Dead is an internationally renowned brand and Wayne Hemingway, its founder, has now achieved celebrity status through his TV appearances. We worked closely with him on the design of the first Red or Dead stores in Soho and Covent Garden, as the company transformed from a market trader into an multiple store, high street retailer.
At 33 Neal Street our original concept was updated to appeal to a broader customer base. The design focused on the simple clean lines of an architecturally structured display system to organise and clearly project the merchandise. This, together with a rich composition of industrial and natural materials, created a stimulating and colourful backdrop to the store's eccentric shoes and clothes, reflecting the 'street' spirit of the brand.
1987 – 1991
Client: Red or Dead
Location: London, UK
