The design concept for Equa needed to be consistent with the north London boutique’s fair trade ethics.
To encourage visitors to view the world differently, the scheme features an upside down drawing of the Earth, centered on the Pacific rather than the Atlantic, as Europeans have become accustomed. The image, while not immediately recognised, feels familiar and promotes the idea that worldwide resources should not be taken for granted.
Products are displayed on a series of open sided cabinets made from low cost plywood, a material usually associated with packing cases and concrete shuttering not high street shop fit-outs. The plywood is transformed through its detailing and colour to highlight the quality and integrity of the clothing for sale.