PRIVATE SHOWROOM 066 BLACKWELL CLOSE 112 SELMAN & WELLDAY HOUSE 114 HOGAN MACAU 113 SELFRIDGES DESK 111 DEBEAUVOIR ESTATE 078 ARTIST STUDIO 028 MARION ROAD 052 PENHALIGON'S 020 DAVISVILLE ROAD 015 SOUTH BANK APARTMENT 038 CÉLINE POP-UP STORE 045 CHLOÉ POP-UP STORE 105 BAYSTON ROAD 018 BURBERRY S/S 19 054 CÉLINE LA RINASCENTE 041 CAIRO HOUSING 106 KING'S GROVE 026 BURBERRY A/W 19 057 ADDERBURY HILL BARN 049 ELSLEY ROAD 035 CHLOÉ 074 LEWES PHOENIX 076 AESOP WHITE CITY 060 ALLSAINTS 058 TORI ANN WALK 043 CHOWDHURY WALK 047 AESOP BATTERSEA 079 SOUTHWARK HOUSING 077 APL NEW YORK 090 HOLY CARROT 096
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1View into site from London

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2Interior perspective across the central volume

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3View towards the street frontage

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4Spatial view through the primary circulation

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5Interior view across the threshold condition

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6Perspective through the interior

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7View across the completed interior from London

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8Interior perspective towards the entrance sequence

Al-Jawad Pike has completed a VIP showroom and event space for a major sports brand at their London HQ. The aspiration of the project was to create a welcoming environment that strengthens the connection between the brand and its guests while prioritising eco-friendly practices. 

The space is optimised for flexibility and future adaptability, featuring recycled aluminium foam panels, responsibly sourced oak cabinetry, and textured stone tiles. Flexible paper walls and metal display frames provide a dynamic backdrop for products. Custom furniture by Al-Jawad Pike and Philippe Malouin creates inviting lounge areas for special clients and brand ambassadors.