Fine Living by David Muirhead

Brief

The brief.

David Muirhead is one of South Africa's most recognised interior architects, with a portfolio spanning five-star hotels, luxury game lodges, and international design awards. Fine Living is his retail concept: a 600m² showroom in Sandton where he sells the things he believes in. Locally sourced furnishings, lighting, South African art, and accessories, all chosen by him. The brief covered everything except the logo: storefront signage, carrier bags, brand collateral, and an e-commerce site to extend the showroom online.

Approach

How we
tackled it.

Working within an existing mark, the job was to build out every surface it needed to live on. Each touchpoint had to carry the same feeling as the space: warm glamour rather than cold luxury. Sophisticated without being exclusionary. Signage, bags, and print collateral designed to feel like the product inside them. The e-commerce site followed the same hierarchy: the product first, the brand as context. For a concept built on curation, the site had to feel curated.

In store

The room,
alive.

Warm glamour rather than cold luxury. Each touchpoint carries the same feeling as the space: sophisticated, unselfconscious, worth visiting.

Outcome

The
result.

A consistent brand presence across every surface. In-store and online, the language is the same. For a designer whose name is the brand, that level of consistency was the brief.