HemingwayDesign has refurbished Traid's flagship store in Shepherd's Bush, merging bold visual identity with radical sustainability in London, England.
In 2024, HemingwayDesign completed a brand and visual identity refresh for charity retailer, Traid. As part of the refresh, they were tasked with updating Traid's Shepherd's Bush store interior.

The redesign retained and repurposed 90 per cent of existing fixtures, transforming scaffold displays into curated clothing rails and creating Unistrut shelving systems from salvaged materials.

In collaboration with designer James Shaw, HemingwayDesign pioneered an innovative material solution by shredding unsellable textiles and using a plant-based binder to create lighting and fixtures.

The design doubles stock capacity while creating flexible spaces for workshops. From upcycled pine fitting rooms to repurposed signage becoming display plinths, every element embodies Traid's circular mission and their commitment to reuse, recycling and circular fashion.

This project has been longlisted in the sustainable interior category of Dezeen Awards 2025.

Studio: HemingwayDesign
Project: Traid Shepherd's Bush
Credits: Traid