As I was joining G . F Smith as their Brand Director, a project had begun to open a customer experience space in central London. A place to meet, explore, and be inspired by the beautiful world of paper - created for designers and material specifiers who use paper in projects for the creative industries.

Designed by agency partner Made Thought, a small team of us were responsible for building, launching and driving ongoing footfall. A series of windows, exhibitions, talks and events over three years kept customers beloved and returning. Showspace was closed in 2020 during the covid pandemic but demonstrated how brand equity is built in places and belonging.