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 which reflects the space and its target audience.