‘Turbulence’, the shop’s window installation shows rods of coloured paper seemingly hurled from one end to the other
A cross between a showroom, an exhibition space and a temple to the power of print, Show Space is GF Smith’s first ever permanent physical space dedicated to paper.
As well as housing every paper in the company’s collection, the 400 sqm Show Space in central London will also provide a place to meet GF Smith paper consultants, act as an event and exhibition venue, and offer an insight into the company’s history and products, such as Make Book, Make Frame, and the 50 colours of the core Colorplan range.
‘We wanted to create a space that challenges, inspires and wows,’ said John Haslam, joint managing director. ‘Students and creative directors alike will be welcome to visit us.’
The architectural concept and creative direction of Show Space was developed by the company’s creative partner Made Thought, and designed in collaboration with architects d-raw. A 14-metre Collection Wall presents every paper GF Smith has created or discovered.
Downstairs, the White Space gallery presents exhibitions and it currently hosts ‘Tidal’, an ocean-themed GF Smith contribution to the Kyoorius Designyatra festival, designed by Made Thought.
Having created a bespoke paper for the fashion brand Mulberry, GF Smith is also holding a Mulberry Green exhibition that will run for three months.
‘Paper does not compete with digital; paper offers something digital cannot,’ commented Ben Parker, creative director of Made Thought. ‘Paper, print and creativity is a new branding frontier in the 21st Century – it feels really exciting as people understand paper’s value again.’
Show Space launches this month on Eastcastle Street, just off Oxford Street.
