The Mechanics of Deploy

Womenswear shop, 27 Floral Street, Covent Garden

Deploy is a young womens wear brand specialising in sustainable and innovative ways of thinking about fashion. The brief was to design a new concept for a flagship store in Covent Garden with a dual function benefitting the larger community of the area. The concept is based on the interpretation of dressing in Deploy clothing as a mechanic process and pairs this with a social function concerning women and mental health issues. This creates a contrast between the hard and the soft, the body and mind. The dual function floats like a cloud in the middle of the shop and provides information and a contemplation space whilst the Deploy design studio, in the basement offers occupational therapy classes in the evenings after closing hours.