Loaf, known for its sofas, beds and homewares, is expanding its London presence with its 11th Shack (its take on a showroom) in Chiswick, London, this summer.
Situated on Chiswick High Road, close to retail and hospitality spots such as Gail’s, Borough Kitchen, Jigsaw and High Road House (part of the Soho House family), the fourth London addition will cover 3500 sqft, and is being designed by Loaf’s in-house team alongside design studio, Studio Jill.
Having played a key role in conceptualising Loaf’s last Shack opening at Redbrick, near Leeds, Studio Jill aims to help elevate the look, feel and experience of the new store, while maintaining Loaf’s character.
Alongside Loaf’s signature sofas, beds and cabinetry, as well as a dedicated homewares area, the store will feature family-friendly additions such as a bespoke kid’s ‘play table’, while hot chocolate will be served, with a fireplace nearby. Dogs are welcome, and will be able to partake of Loaf's new range of Woofins dog beds.
Loaf’s CEO Sam Perkins says: “Increasing our number of Shacks presents an exciting opportunity for us to reach more of our core London audience, and Chiswick is the perfect destination for our next showroom. Customers can expect to experience a warming environment through wood finishes, lighting and cosy textures and plenty of joyful touches that our Loafers know and love. We look forward to opening the doors soon!”
Pictured: Concept art of the Chiswick store, by Studio Jill
