Project: House Party by Soho Home
Lauren Rowe: Art Direction, Visual Identity, Print & Digital
Junior Designer: Elise Henderson
Artist: Demii Whiffin
Soho Home introduced First Home, a collection of textiles, furniture, tableware and accessories for simple yet sophisticated living.
The collection launch was a 90’s themed House Party and short film aimed at first home buyers. Young renters or customers who were just continuing to build a never-ending supply of scatter cushions. The warehouse space was styled with First Home room sets and on entrance guests being welcomed into an immersive space which feels like Home.
The “H” in the logo was taken from the Soho Home icon to connect the vibrant look and feel back to the brand.
In House team - Soho House
Lead Graphic Designer/ Art Director: Lauren Rowe
Junior Designer: Elise Henderson
Head of Marketing: Ali Wickstead
Approach:
The First Home collection was created as a fresher more contemporary range which was accessible to younger customers or people wanting a more modern living aesthetic. The visual direction for the 90’s warehouse party was inspired from the fabrics, textures and patterns seen across the collection.
I also worked closely with the marketing team on creating a short film. We gathered eight talented young Soho House members including Jamal Edwards, Archie Proudfoot, Oliver Jackson-Cohen and Scarlett Curtis and asked them to share their ‘firsts’ in a short film.
My role was to execute and oversee all visual creative content across all print and digital channels. I briefed and collaborated with Demii, a talented collage artist based in London to bring my concept to life. We used iconic elements from that era to generate invites, flyposters, event collateral and digital marketing material across social channels.