'How do we keep the Britishness?' Pentagram explains how it rebranded The Conran Shop

The Conran Shop interior
(Image credit: The Conran Shop)

On Thursday I attended the press preview of The Conran Shop's new flagship store in London. The new shop was always going to be sophisticated – it's on Sloane Square after all – and The Conran Shop, founded by Sir Terence Conran, is known for its carefully considered upmarket homeware. But the flagship store has a few surprises up its sleeve, setting it apart from its competitors.

First of all, it's fresh from a rebrand by Pentagram's Sascha Lobe and Kimberly Lloyd, which was launched a few months ago and has been universally adopted and loved by all at the store. The rebrand includes a bespoke typeface, The Conran Shop Legacy Typeface Collection, which forms a brand architecture system, and pays homage to the spirit of the late Sir Conran.

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Rosie Hilder

Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life. In 2018, she joined Creative Bloq, where she now assists with the daily management of the site, including growing the site's reach, getting involved in events, such as judging the Brand Impact Awards, and helping make sure our content serves the reader as best it can.