Astrid & Miyu Turns Carnaby into a Wimbledon Inspired Jewellery Destination

The takeover brought together sport, seasonal retail and experiential design at the House of Astrid & Miyu, located at 5 to 7 Foubert’s Place in Carnaby.

Designed to coincide with tennis season, the activation gave the jewellery brand a high-impact way to bring its Tennis Jewellery assortment to life on one of London’s most active shopping streets. The façade was transformed into a grass-inspired botanical scene, offering a playful interpretation of the Wimbledon atmosphere.

Astrid & Miyu worked with Ivy & Gold Studio to create the installation, building on the creative team’s work for the brand’s award-winning Chelsea in Bloom display.

The Tennis Takeover used the familiar visual codes of Wimbledon, including grass, greenery and summer hospitality, but translated them into the polished and expressive visual world of Astrid & Miyu. The result was a street facing display that encouraged people to stop, look and enter the store…