How do you take a strong designer personality and distill their style and character into every aspect of their retail communication? HMKM first started working with Lulu Guinness in 2008, strategically auditing and refining her brand identity as she opened an increasing number of stores internationally. We were then invited to create the new concept for her London flagship boutique which would provide the basis of her global retail expression. We began the process with an HMKM Creative Workshop, working directly with Lulu to choose images, materials and references that she felt were true to her ethos. Summer 2009 saw the resulting relaunch of her London store on Ellis Street. A sophisticated ‘salon’ design aesthetic informs the store, overlaid with the humour and wit associated with Lulu’s designs. A luxurious palette of silver leaf, patinated brass, marble, black and white Macassar veneer and rich herringbone parquet defines the Lulu Guinness environment. Following the success of this redesign, HMKM recently completed a full store guideline manual to facilitate international rollout across Asia.