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SWAY EDIT
Lifestyle Store
Location
Shoreditch, London
Completion Date
August 2025
Size of Project
130* sqm
Scope of works
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Commercial Fit our
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Commercial Spaces Assessment
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Interior design including lighting
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Bespoke joinery design
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Plans, 3d drawings, details
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Signage Design
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License to Alter
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Advertisement Planning Application
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Contractor Engagement
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Project co-ordination
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Site overviewing
THE CLIENT
Originally founded in 2016 as Sway Gallery London, Sway Edit is a London-based Japanese lifestyle store.
The brand specialises in bringing together a unique range of Japanese homeware, stationery and delicious specialities handpicked and often exclussive to the UK market. Every piece is designed and made in Japan, showcasing the country’s lasting traditions of craftsmanship, quality, and timeless design.
THE STRATEGY
The client came to us to help them relocate from and upper ground floor location in nearby Old Street to a street level historical shop in the trendy Curtain Road of Shoreditch.
As well as an engaging shopfront, they wanted help rethinking their customer journey to better fit in with the purpose of the busiess which is a concept store from where to share Japanese culture and lifestyle with their London based customers.
UNDERSTANDING THE BUSINESS
As it is part of our process, we spent time getting to know what is important for the client, what their expectation were and how they needed the space to run in order for us to then plan the space and design around their ambitous programme.
A welcoming reception area, a sake tastig corner for customer engagement events, a vintage specialised vynil corner for music amateurs, art and craft walls to showcase unique pieces and multiple homewear displays .
DETAILS
For the signage we collaborated again with CSG London, the company who specialises in vinyl signs we used in Shunji Fitzrovia and for all joinery we collaborated with one of our trusted joiners who was able to materialise every one of our designs and repurposes. Even craft artist Toru Yamashita from Kochi contributed by supplying the left over cut outs from his gorgeous whale shapped craft knifes to be used in key locations. (The knives can be found at the shop)
BEFORE AND AFTER
The space had been used as a tatoo parlor previously but was empty and used as a temporary pop up venue when we first saw it in January 2025. Although it is not a listed building, it is located in the South Shoreditch conservation area and we had to balance Hackney's shopfront guidance with the client's desire to ensure their new presence in the street was felt.
A lot of the work carried out was light touch and very much focused on showcasing their unique products while respecting the architecture of the space.
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