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During the summer of 2012, Waltham Forest Council and Jan Kattein Architects inaugurated a unique design competition to enliven retail activity on High Road Leyton. The Branding Lab teamed-up emerging designers from top London and European design schools with high street retailers to transform shop displays, evolve branding and re-invent retail strategies. 9 shops received an ambitious make-over and 11 emerging desingers were given the opportunity to build their portfolio with a live-project on a real high street in London.

Sarah Considine from Design for London), Valentin Bontjes van Beek from the Architectural Association and Moira Lescalles from the Architecture Foundation were invited to judge the shop display work implemented on site. Mark Brearley, head of Design for London awarded the top prize to Nanayaa designers Catrina Stewart & Hugh McEwen. Annabel Maguire's design for Clarkins was highly commended.

Prize giving event with (from left to right) Mark Brearley Head of Design for London, Hugh McEwen, Chris Robbins leader of Waltham Forest Council and Michael Polledri, Chair of the Waltham Forest Business Board.

Valentin Bontjes van Beek siad "I think it was the Smithsons who once said 'put the money where you can touch it' - meaning, that a design proposal should opt for a built (ie, architectural) solution, rather than over-investing in refined graphic, two-dimensional strategies. Their idea therefore demanded a clarity of thought and quality of execution in material and operational terms. Similarly, the winning project here stood out because it remained true to the day-to-day operation of the 'shop', not adding any new maintenance or display duties for the occupant or shopkeeper. Over all, it offered a very convincing and daring contribution to the high street, not least because among all the other entries it presented quite possibly the most inventive and difficult shop condition."

Moira Lescalles said "The transformation that has taken place on Leyton High Road is a tribute to the enthusiasm and strong collaboration between Jan Kattein Architects and Waltham Forest Council. It was clear that the team had worked tirelessly to forge strong relations in the area creating a lasting legacy through public realm and shop front improvements. Offering young designers the chance to build on the success through the Branding Lab also brought further animation and raised awareness of the importance of branding and marketing within the High Street context. Leyton High Road proves that with an engaged local council who understands and champions good design real and tangible change can take place in our public places."

****** COMPETITION BRIEF*******PRESS RELEASE*******HIGH ROAD LEYTON LEAFLET

 

 

 

No. 210 Expressions in Hair designers Lucy Paton & Paul Legon shop owner Desrine Stuart

Paton & Legon stage 1 submission .pdf

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No. 267 Leyton Mini Market designer Anya Sokolskaya shop owner Iskander Olus

Sokolskaya stage 1 submission .pdf

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No. 269 Peculiar Unisex Hair designers Mirco Colonna & Eva Aleman shop owner Beatrice Cofie

Colonna & Aleman stage 1 submission .pdf

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No. 273 Blackwells Newsagent designers Mirco Colonna & Eva Aleman shop owners Arif & Shamima Bung

Colonna & Aleman stage 1 submission .pdf

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No. 275 Galaxy Travel designers Mirco Colonna & Eva Aleman shop owner Aasif Pirbahi

Colonna & Aleman stage 1 submission .pdf

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No. 248 Nanayaa Supermarket designers Catrina Stewart & Hugh McEwen shop owner Patricia Amaning

Stewart & McEwan stage 1 submission .pdf

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No. 250 Smoothies designer Corina Tuna shop owner Ayoub Kamran

Tuna stage 1 submission

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No. 258 LoKey Fashions designers Amanda Rashid & Priscilla Fernandes shop owner Eldridge Cook

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Rashid & Fernandes stage 1 submission .pdf

 

Nos. 264 to 268 Clarkins designer Annabel Maguire shop owner Grant Clarkin

Maguire stage 1 submission .pdf

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BrandingLab is supported by:

 

Jan Kattein Architects 2012 all rights reserved