NOVEMBER 2019 NEW VENTURES
T
here comes a time in
every studio’s life when
you need to think about
promoting yourself: to creatives,
clients and the world at large.
There are many tried-and-tested
ways of going about this, but
Made Thought has hit upon
something a little different.
Since 19 September, it’s been
running an experimental concept
store in the Seven Dials area
of central London: a “creative
playground” that gives brands the
opportunity to “push the boundaries
of the consumer experience”
through a series of topical events,
talks, collaboration launches and
experimental installations.
The packed 12-week programme
includes an all-female dance
performance celebrating the
rebrand of underwear label
True&Co; a recreation of artist
Farao’s studio as an installation
by music production software
and hardware brand Ableton;a soundscape and immersive
environment curated by Naim
Audio; the launch of the AW19 Fred
Perry x Made Thought exclusive
collection; an autumnal equinox-
inspired installation and ‘biodynamic
living’ workshop hosted by skincare
brand Wildsmith and eco-hotel
Heckfield Place; and a series of talks
centred around circular design.
Launched during the London
Design Festival, the pop-up store at
27 Short’s Gardens, London WC2H
runs until 30 November.
“The idea originally came out of
a discussion around how we project
ourselves as a studio in an engaging
way,” says co-founder Paul Austin.
“The idea has been there for a
while, but we didn’t kick it into life
until April. A lot of that was finding
the right space and formulating
the programme of events. With 80
clients to work through, there were
a lot of moving parts.”
Getting brands on board wasn’t
a huge challenge, though. “We’reMade Thought’s “creative playground” in central London
gives brands the chance to engage in exciting new waysNEW VENTURESbrands thrive
in Pop-up shop
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