Briefed to bring Astrid & Miyu’s ethos to life, we developed a bespoke brand experience strategy that reimagines the store as a place for meaningful connection. HOAM’s design focuses on fostering relationships, centring on a journey of personal and collective exploration, and offering an immersive, multi-sensory experience across two beautifully curated floors.
The design brief was clear: create a space that reflects Astrid & Miyu’s ethos of meaningful innovation, focusing on human connection and bespoke services. The result is a space that not only embodies their brand but also goes beyond selling products—where discovery, connection, and community lie at its core.
The Orb, a breathtaking 3-metre kinetic light installation that casts ever-changing hues, invites passers-by into a moment of awe as they enter the space. The ever-changing hues create a dynamic environment, mimicking live weather data from cities across their global community—a community under one sky.
Radiating from The Orb, the store is filled with ‘satellite moments’—spaces designed to tell stories and deepen the emotional bond between Astrid & Miyu and its community.
Organic forms, designed to create a tactile and fluid experience, encourage natural movement and guide guests through a warm, welcoming atmosphere, taking them on a journey from universal to personal connections.
Upstairs, the pace shifts. We designed service-led spaces that encourage intimate connections, from welded bracelets and piercings to tattoos in the private studios. The A&M Café, a first-of-its-kind innovation, blends retail with relaxation, offering a unique space where customers can engage, unwind, and connect with the brand in a new way. The A&M Kiosk streamlines the purchasing journey, marking the final step in a streamlined and innovative process, and enables future local collaborations.
From the vibrant warmth of the apricot-hued palette to the gentle flow of organic shapes, the space evokes a sense of energy and warmth. Every corner of the store invites discovery and fosters connections, reflecting Astrid & Miyu’s community-driven philosophy. From product storytelling to experiential services, this is more than a store—it’s an experience shaped by thoughtful design, creativity, and meaningful connection.
CLIENT: ASTRID & MIYU
WHAT WE DID: CONCEPT, DESIGN
LOCATION: CARNABY STREET, LONDON
COLLABORATORS: PARTICLE STUDIO
SEEN IN: FASHION NETWORK, FASHION UNITED, RETAIL TIMES, RETAIL WEEK, THE RETAIL BULLETIN