Downstairs at The Department Store is an event space in the heart of Brixton. It is linked to Upstairs at The Department Store but with a very different function and design. While Upstairs is a high-end members’ club, Downstairs is a raw, stripped-back event space that is available to the public and hosts a variety of community events. We needed to show continuity as well as contrast across the two brands.
We generated a logo that was visually similar to Upstairs but introduced a much more vibrant brand identity by using colours that were inspired by the fabrics and patterns available in Brixton Market. The brand language and marketing materials are laid-back and less formal, reflecting the space and its target audience.
