Alldressedup

A tiny store with a footprint far larger than its floor — the kind of presence that has to be built from an idea rather than square metres. Fitch was creating the brand, and brought LDP onto the team for the light. The idea we brought was a sky: sunlight streaming in through clouds, held inside the store. The cloud itself is made of fine fibre-optic threads, and the light is directed from within them — so the effect isn't lit upon but glows from inside, the way real cloud carries the sun rather than reflecting it. The result gives a small space something no small space should be able to hold: weather, daylight, a sense of sky overhead — and with it, a presence that reads far bigger than the room.