Streetwear retailer USC commissioned us to bring their new concept ‘US Collective’ to life in its flagship London store, creating a retail destination with a social and creative focus.

It was conceived as a place where nine to 25-year-olds would feel comfortably part of their tribe, where they could shop together yet still leave with a feeling of individuality. Taking inspiration from street furniture, we created an aesthetic language designed to appeal to their diverse, unisex audience. Polycarbonate and MDF are offset by more premium brushed and polished stainless steel, and consumers are encouraged to sticker and tag the space to make it feel genuinely their own.

We reduced the density to give more clarity to collections, included a customisation area for bespoke t-shirt design, and space to host music, events and tutorials. Fitting rooms feature charging points and adaptable light settings for the ideal selfie backdrop. Just as we did with our previous work at USC’s Thurrock Street store, we explored the idea of customising utilitarian systems, taking off-the-shelf building supplies and reworking them into bespoke, durable retail kit.