The brief was to use the simple and straightforward ambience of clean lines drawing on boutiques of Bond Street. Aftershock’s clothing, footwear and accessories are very colourful, striking and eye-catching; after much design consideration, the considered choice was a warm sophisticated grey. Using clean lines as a basis for design ensures a balance with merchandise with a lower option/ lin. metre density which allows the products to breath. The front of the store introduces a layered feature wall, placing a large lifestyle graphic from the collection behind a red frosted glass panel. A long glossy red-laminated cash desk itself, to allow the customers and sales assistants to fold the exquisite evening wear dresses properly. At the rear of the store is a halo illuminated portrait mirror in to the 3 sensual changing rooms, whose walls were clad with red suede padded 600 square panels. With the successful launch of the 95sq.m. pilot in Kingston the concept was rolled out for stores in Whiteleys of Bayswater, Trafford Centre in Manchester, South Molton Street in Central London. Further store concepts were prepared for Birmingham and Bristol.