Hem Retail Pop-Up Interior Design & Project Management

I-AM helped design the concept pop-up store for Berlin’s premier furniture and accessories brand, Hem, which formally opened in the heart of London’s West End in September, 2015.

The Creative Process

With an interior design brief to create a space that expressed the Hem values, I-AM began the creative process by sending a team to Berlin for an in-depth brand review and store tour with the Hem team.

Then, over the course of two months, the I-AM team secured a high-profile shop space in Earlham Street, Seven Dials (Covent Garden) and, working closely with Hem, designed a complete in-store experience.

Jason Goldberg says: “The location of the pop-up store is fantastic. Particular recognition goes to the customer journey planning, which was faultless and the warehouse aesthetic to the basement we are very pleased with.

“In addition, the consistency of the Hem birds from the window display, through to the double height bird tower, has generated huge talkability among customers,” he concluded.