Vitra miniatures on a shelf

The Design Museum appointed Tomorrow to launch two new retail spaces in the Museum’s new home in Kensington, London. The first retail space was designed by John Pawson, the designer behind the Design Museum and launched on High Street Kensington Street in July 2016. The second Atrium store will open with the new Design Museum in November.

window of design museum shop
design museum shop - objects in front of window

Tomorrow has delivered a PR strategy to communicate the Kensington store opening and spread the word of the Design Museum’s “ambassador on the high street;” its curated edit of design objects and books, making it a must-visit destination all year-round. We have promoted the new store to design-conscious Londoners and visitors. Tomorrow has also worked to raise awareness of the store’s events during LDF, including a window installation showcasing beautiful ceramics for Bitossi Ceramiche by Bethan Laura Wood.

The project continued through into Autumn to ensure publicity of the Museum shop’s selection of objects, books and gifts and to secure coverage in the gift guides of key titles. Tomorrow has secured over 65 pieces of print and online coverage for the Design Museum Shop, its products and events.

The new Shop news was featured in Wallpaper*, Sunday Times Home, Elle Decoration, Metro and Design Week. The London Design Festival Bethan Laura Wood installation was featured in UK and international titles, including Wall Street Journal Off Duty (USA), Art and Houses (Russia), SEEN (London) and I-D (UK). Coverage of Design Museum products is also due to appear in the Christmas gift guides of Monocle, Homes & Gardens, ShortList, Time Out London, Country & Townhouse.

Design Museum shop displays
busy shelves at design museum shop
What we did

Design Intelligence & Advice Events and Design Weeks Industry Insight & Analysis Media Relations Social Media and Digital Expertise Strategic PR Planning & Implementation


Studio Beep
Luke Hayes

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