Links of London is the quintessentially British jewellery brand which was founded in London in 1990, and is much loved today - all over the world.
The brand approached Sheridan&Co to develop a retail identity for standalone stores in the US.
Following a strategic exploration of the brand, we produced an identity which expressed the grown-up luxury of the brand alongside its’ British Heritage.
“WE ARE INSATIABLY CURIOUS AND NEVER STOP ASKING QUESTIONS. WE TAKE A STRATEGIC APPROACH”MICHAEL SHERIDAN - CHAIRMAN AND FOUNDER
What resonates as British in the UK is totally different to what resonates in the US, and anywhere else in the world, so a new story needed to be developed for the brand that would make it relevant and impactful in these varying markets.
“Bring to life the symbols of the culture, elegance and sophistication.”
Through learning about the brand’s history, as well as the beautiful product, we were able to identify key elements and moments that could tell the brands story.
We started by examining the architectural stylings of London townhouses. Intrinsic to the fabric of London, townhouses are layered with historical and architectural details.
“IF YOU WANT TO MAKE YOUR CONSUMER FEEL SOMETHING, YOU HAVE TO KNOW HOW TO TRANSLATE A BRAND IN TO A PHYSICAL SPACE.”Michael Sheridan - Chairman and Founder
We drew much inspiration from the townhouse, including intricate moldings and a towering bookcase, indicative of a grand library.
To tone down the imposing stately look, we mixed a number of carefully curated props to tell the Links of London story and inject British humour. These included a bulldog statue, prints of Union Jack-clad animals and a British tea set in the Links of London colours.
The store identity for Links of London has now been concept managed into a number of standalone stores in the USA and Canada, including New York, Las Vegas and Toronto.
“METICULOUS EXECUTION THROUGH CAREFUL PLANNING UNDERPINS OUR STANDARDS OF DELIVERY, EVERY TIME.”MICHAEL SHERIDAN - CHAIRMAN AND FOUNDER
The palette remains monochromatic, complimenting the elegance of the jewellery. Warmth comes from the authentic touches of walnut flooring and veneer found throughout the millwork.
Polished chrome and brass bring out the sense elegance, most prominently found on the central sweetie table. Dark greys and blacks emulate the moodiness of London along with black and white photography of iconic London scenes – driving home the British brand.