London’s Soho may have a history of sauciness but this is the first time we can remember an actual building going for the S&M look…
The Diesel store on Carnaby Street has been padded in foam and wrapped in PVC as part of a promotional campaign around the label’s Dark Desires range. It’s the work of Brighton-based Matt Wingfield Studio, set up by the eponymous former head of graphic design at Harvey Nichols.
Wingfield and his team “clad the front in a 50mm foam, then wrapped PVC around it. We then strapped it down with webbing and drywall screws fixed straight into the shop fascia,” he explains.
“We are trying to push the idea of display and how a brand can seek attention,” he says. Quite.
This is the second time that MWS has worked with Diesel client Alice Sheriff to transform the Carnaby Street shop, having created another, typographic, fascia in July.