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The Playhouse store at Selfridges: white arched portals with the Playhouse name over the entrance and arch-shaped screens along the front
Sector
Gaming retail
Location
Selfridges London
Role
Creative direction, branding, AR
Year
2020

Playhouse

A gaming concept store at Selfridges London.

Gaming, a subculture thriving on technology, community and engagement. Bridging the virtual space, Selfridges is hosting a physical place to step into their digital world.

The face of gaming has changed, from loners living in their parents’ basement to avant-garde Gen Z influencers pushing the limits of technology and innovation.

Creative direction · Branding · Animation · Augmented reality · 3D

Arch poster: a figure in a white headpiece and puffer jacket against a blue sky, under the Playhouse symbol
Arch poster: a white alpaca standing on a cloud under the Playhouse symbol
The Selfridges building on Oxford Street, London
An Instagram story from the store: two people in black Playhouse uniforms in front of the arches
The Playhouse manifesto board: three lines of manifesto beside reference images of ritual, masks and arches

Gaming isn’t a diet, it’s a lifestyle. Key players reach new heights through breaking the wall between virtual and IRL.

The store front at Selfridges: arch-shaped screens showing the campaign portraits
The Playhouse store from the shop floor: a row of white arches with the campaign running on every screen
Poster: a figure with a chrome mask inside layered arches, with the line Come play with us at the Selfridges Corner Shop
The Playhouse campaign on a street hoarding: the symbol over mountains, hooded figures and the line Come play with us

Arches

The gateway to a new world. Cross over, transform yourself.

The concept is CULT-ure, so I decided to use the Gothic arch formation (the tracery) to lead the visuals and the composition. The logo as the rose, the circular opening at the head of the arch of the window. The stained window is the new world that awaits you.

The arches and logo board: a tunnel of glowing arches, drawings of Gothic window tracery and a cathedral rose window
The Playhouse counter at Selfridges with staff in uniform and the arches behind
Arch poster: Hey Gamer, above a figure in a dotted mask and a silver puffer jacket

All hail the Alpacalypse 🦙

Blurring the lines between graphic, 3D, photography and motion design. Mixed mediums are increasingly becoming the norm in design, creating a constant virtual exploration.

Interactive posters: aim your cam at an image for secret messages, easter eggs, perks and animations. Arches as a gateway, brand elements coming to life.

Augmented reality: a black and white alpaca standing in a London Overground carriage
Augmented reality: a white Playhouse arch with neon edges placed in a park
Tall arch banner: a model in a black jacket under the Playhouse symbol
Tall arch banner: a model in a black printed T-shirt under the Playhouse symbol
The Playhouse store seen from the side: an arch-shaped screen with campaign portraits at the corner of the space
Arch poster: a figure in a black horned headpiece against a blue sky
Arch poster: a figure in a visor, crop top and silver jacket against a blue sky
The Playhouse store with a tall arch screen at its corner

The Garments

Taking the retro futuristic glam to the next level. Accessorise yourself and cross over to the other side.

The uniforms are simple, easy to produce tech-fashion, with the logo symbol as a pin or patch.

A hand holding the Playhouse symbol as a round enamel pin
The store uniforms: a black track jacket and hoodie with the gold Playhouse symbol, and the pins

Next: The Bike Shop