The Ordinary is synonymous with quality, honesty and innovation. These core characteristics were used as guiding principles to design the Covent Garden store.

The brief was to elevate the existing experience, creating an environment for both staff and their community to immerse themselves in. Respecting the heritage of the space and prioritising sustainability were key, so we carefully assessed the site and its functionality, removing previous installations and reusing the buildings fabric where possible. The result is a clean and hard working store that feels elevated and considered.

Alongside the Covent Garden store, we also designed an innovative pop-up installation for the brand, which journeyed through three of Selfridges' flagship locations, offering customers across the UK a unique brand experience.