HEAL’S MAILBOX

Brief

A show-stopping, evolving pop-up space designed to delight visitors and promote the Heal’s retail offering.

Planning to open their first store in Birmingham, Heritage furniture and interiors brand Heal’s selected Office Twelve to design and deliver their showroom to express the brands core ethos of ‘good design, well made’.

Forming part of the new home-wares offering at the Mailbox, Birmingham’s premium shopping and lifestyle destination, positioned Heal’s at the centre of their growth market.

Office Twelve had to put together a design that would hero bespoke furniture and echo the premium positioning of the Heal’s brand. The Mailbox showroom offers the latest and finest furniture designs from Heal’s as well as internationally recognised designers and brands.

Approach

The use of high quality, honest materials, that are expertly crafted to support product stories throughout the store.

Office Twelve adopted simplicity to the design approach using high quality finishes with honest materials, expertly crafted by hand and strategically positioned throughout the store. Bespoke displays elevate brands such as Vitra, Case and Tom Dixon. Sophisticated, yet simple areas featuring natural materials in a contemporary design.

The journey of Heal’s inspiration is felt every moment throughout the showroom, with carefully curated spaces and touchpoints that delight customers when embarking on the journey through the spaces. Heal’s collections are displayed alongside best-sellers, while classics like the iconic Eames chair are elevated to hero status.

Cunning, tactically placed collections and inspirational points allow customers to be exposed to the best of the Heal’s retail offering. Alongside an online browse bar where exploring points can be transferred to purchases.

Impact

Originally designed by Office Twelve to be in the Mailbox for 12 months but due to success has now remained open for over 18 months.

The exciting opportunity of Heal’s having a new regional flagship showroom is a significant move, and demonstrates the desires of local residents for beautiful, well-made pieces of furniture that will stand the test of time. With a fixed budget, Office Twelve produced a design that ticked all the boxes in the brief. With a very short lead time, the beautiful new showroom as on time as planned.

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