Project synopsisMaison Artefact is an independent shop and interior design practice on London’s Lillie Road. Founded by Victoria Davar, the shop and wider consultancy pairs French and Scandinavian antiques with a soft, contemporary aesthetic.
Polytechnic worked across art direction, creative strategy and design to develop an elegant identity and design language. The commission encompassed the renovation of the shop front and signage system, printed collateral and various magazine placements.
Maison Artefact’s romantic aesthetic is juxtaposed with a clean visual direction which runs across the entire identity. A restrained use of characterful headline letterforms is paired with delicate serif cuts in the body weights to form a brand voice which is at once sharp and graceful.
The printed collateral foregrounds tactile experience, contrasting unusual soft-touch finishes with raw, uncoated papers, translucent papers and extended areas of gloss foil. At street level, matte white lettering seemingly floats on a freestanding transparent acrylic A-board.
Key collaboratorsPhotography by Genevieve Lutkin, floristry by Frida Kim.
Images (from top to bottom)Maison Artefact foiled and triplexed business card; Gothic 720, Mabry Light and Spectral – brand typefaces; Maison Artefact advert (excerpt); Printed matter — business card, translucent text card, gloss foiled postcard; Mabry in use for key descriptors; Maison Artefact transparent A-board at 273 Lillie Road; Maison Artefact printed advertisement; Maison Artefact project image; Printed matter detail; Maison Artefact A-board (detail); Image from Maison Artefact image bank; Vinyl window lettering at 273 Lillie Road; Maison Artefact at 273 Lillie Road, before works and after
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