Pentagram was tasked to brand a new concept accessory store – Tantrum London – aimed at teenage girls. The store gives a fresh, modern and somewhat luxurious take on accessory retail design. The first flagship store was opened in Westfield Stratford in London, and Pentagram, in collaboration with William Russell and Domenic Lippa, were responsible for the brand identity and graphic language, as well as the sleek interior design.
The identity of Tantrum London reflects the elegant yet girly playfulness of the store, which can best be seen through the logo; It typographically represents the core of the new brand with simple alterations, making it a good starting point for later experimentation with branding and graphical solutions in order to keep the brand fresh and youthful.
With a mixture of colors such as midnight blue and pink and sophisticated interior design, accompanied with an invitation on the store front saying to ”come in and play”, the store comes off as a modern and mature playground, winning the Retail Week’s Store of the Week.