Thursday 22nd September 2011 - Published by Robert Trigg - Communications Executive
A Mynt launch for Beyoncé
The Leicestershire-based retail design agency that teamed up with pop superstar Beyoncé, will be celebrating its success this weekend, with its concessions becoming a permanent fixture in the UK.
Mynt Design, who launched the fashion label, House of Deréon, exclusively in Selfridges stores in London, Manchester and Birmingham are ‘ecstatic’ to see their boutique design take a fixed centre stage on the high street.
Dedicated designers at Mynt worked tirelessly with House of Deréon representatives in both the UK and New York, to develop a retail concept that stayed true to its US roots and heritage, yet sits perfectly on the UK high street. The House of Deréon brand belongs to the pop princess and her mother, Tina Knowles.
Andrew Patterson, Managing Director of Mynt Design, said: “Beyoncé is a fashion icon and I knew we had to really push our creativity, by building concessions that would live up to the hype that would surround the launch. We are now extremely proud to see our work take a permanent position in the chosen Selfridges stores.”
The prestigious retail design firm was keen to reflect the quality and tradition of the brand, whilst bringing a modern, contemporary twist to its representation in the UK.
The concessions were created to a very high specification to complement and reflect the House of Deréon range, with finishes including black oak flooring, marbled gold laminates and antique brass.
A custom-built neon chandelier adds a unique variation on a classic look and the large lamps double up as merchandise rails. The contemporary style is intensified by the large TV screens, which play videos of the latest collection to Beyoncé’s unmistakeable voice.
Andrew Patterson said: “We are all delighted with the success of the launch and are looking forward to working with the House of Deréon in the future.”
The unique and exclusive brief gave Mynt a real opportunity to demonstrate their ability to rise to the challenge of such a high-profile project.
House of Deréon will be permanently available from Monday 3 October 2011 in selected Selfridges stores.
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For media enquiries contact Project Manager, Dan Walker:
Telephone: 01664 423110
Email: dan@mynt.co.uk
House of Dereon, Selfridges, London
