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Fine Living

A woman with a Fine Living bag walking past the Sandton shopfront, its sign above.

Project details

Client
Fine Living by David Muirhead
Scope
Web & Code + Design

Fine Living’s name went on every surface of its 600 square metre showroom in Sandton, and its furniture was put online, fabrics and all.

Fine Living by David Muirhead etched across the showroom window at dusk.

Brief

Fine Living, the retail arm of David Muirhead & Associates, sells furniture from a showroom in Parkmore, Sandton. Its logo was fixed before the brief began, so the work was everything around it: the window, the swing tags, the bags and the online shop.

Spreads from the Fine Living function venue brochure: cover, pull quote, floor plans, rooms.
The online shop on a phone in two hands: the chair grid, two to a row.
Black and white Fine Living bags on a marble table in the showroom.
A black Fine Living swing tag hanging from a gold-leaf urn, over geometric tiles.

Colour

  • PrimaryWarm Black#1A1714
  • SecondaryWarm Taupe#9A8878
  • AccentGold#B08958
  • GroundChampagne#F5EEE4

Type

  • Aa, set in Helvetica Neue Ultra LightPrimaryHelvetica Neue Ultra Light
  • Aa, set in Avenir LightSecondaryAvenir Light

Approach

  • Glass and paper

    Helvetica Neue Ultra Light on the window, Avenir on the paper it goes home in.

  • Twenty-eight pieces

    Listed online, with category filters to narrow the range.

  • Quick view

    Nobody compares chairs one page at a time, so fabric options opened over the grid.

The home page on a laptop in a café: the red sofa under Boutique Collection, a hand on the trackpad.
The Louisa Arm Chair’s page: its fabric swatches beside the chair, related chairs below.
The shop’s chair grid on a desktop screen in a warm, dark room.

Result

The shop let people who never sat in the room choose a chair: every piece online with its fabrics, compared without losing their place. In the room, the window, the swing tags and the bags all read Fine Living.

The shop’s chair grid on an iMac at a desk in a bright living room, a brass lamp beside it.
The home page on a laptop in a café: the red sofa under Boutique Collection, a hand on the trackpad.
The contact page: the Parkmore showroom’s painting and velvet chairs behind the address.
The Louisa Arm Chair’s page: the chair, its price and its fabric swatches.

Credits

Design and build
Will Derman
Interior design
David Muirhead