Broom's Opticality installation is on display during this year's London Design Festival. The room is decorated to reflect the postmodernist Op Art movement, a style of visual art that uses optical illusions.
Inside, the designer is presenting his Optical collection of floor lamps and pendants, which feature a pattern of black stripes around one end.
Each of the lights is reflected in wall-to-wall infinity mirrors, while the floor is covered in a similar stripy monochrome pattern.
"The store will become a surreal space inviting visitors to step in to an immersive optical illusion," said Broom. "Visitors will become part of the installation as they journey through an infinity of reflections".
The Optical lighting collection was first presented in Milan inside Broom's Salone del Automobile installation, which was an all-grey recreation of part of a palazzo inside his studio's everyday delivery van.
Opticality will be open to the public from 21 to 25 September 2016 during this year's London Design Festival.
Other events taking place across the capital include an "abstract clock" installed inside a stairwell of the V&A and an exhibition of minimalist furniture.
Photography by Luke Hayes.