Concept Collection - Furniture Design and Brand Development - Heals Partnership

  • Matthew Elton
  • James Williamson

The concept collection was born through the need to inject new luxury furniture pieces into the Heals Queens store that I also designed. The range was inspired by mid-century modern pieces, incorporated Walnut and pink Formica. They elevated the Heals offering to the high street customer. Given that the net worth in west London was higher on average than the passing trade of Tottenham Court road. Queens became a become for the wealthy to come a see the items in the flesh and place there orders! This lead to many design projects including residential houses and luxury kitchens.