British homeware retailer, Heal’s has launched ‘WHERE DESIGN LIVES’ – its boldest brand-building investment in more than ten years, to coincide with the London Design Festival.
The £1m multichannel campaign was created in collaboration with independent agency Tomorrowism and marks a reset of Heal’s visual identity.
The 215-year-old retailer is reclaiming its stake as Britain’s original design authority with a mission to champion authentic design and individuality in the face of what it describes as the “great flattening” of British interiors.
A refreshed visual identity spans every touchpoint from out-of-home displays and print partnerships to social and digital storytelling. Tomorrowism’s creative team has introduced an updated colour palette rooted in Heal’s heritage blue, pared-back brand assets and a new logo – a hand-drawn lock-up.
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New headlines such as “There’s a reason why all the best chairs are always taken” and “You can stop blurring your background now” signal the retailer’s shift towards relatable insights.
Instead of the usual interiors influencers, Heal’s is making use of the voices of Heal’s patrons, creatives including filmmaker and writer Reggie Yates, Net-a-Porter’s Harriet Haskell Thomas, textile designer Pearl Lowe, master tailor Charlie Casely-Hayford and Claire Ptak of Violet Bakery. A five-part documentary featuring these figures will offer viewers an autobiographical peek into private spaces and exploring how thoughtful design elevates daily life and creative practice.
Tomorrowism founder Beth Bentley said, “We wanted to create interesting documentary content our audience would enjoy, rather than advertising they’d tolerate. The shoots were like therapy sessions at times – fascinating glimpses into our cast’s inner world and life stories.”
The WHERE DESIGN LIVES campaign is being activated across the brand’s Tottenham Court Road flagship and Heal’s store network. Print partnerships, publisher collaborations, creator features and podcasts will extend the campaign’s reach.
CEO Hamish Mansbridge said, “For over two centuries Heal’s has been more than just a shop: it’s where generations have discovered what design is and what it can do for us. WHERE DESIGN LIVES reignites our role as a design institution. We’ve always believed in the life-changing power of good design, but that belief feels urgent right now as British interiors seem to be in peril of losing their personality, integrity and charm.”
Beth Bentley, founder and strategy partner at Tomorrowism, added, “Design would not be where it is without Heal’s. It’s a business that’s been around so long, and understands design so well, that it can say things others can’t. Heal’s should raise its voice about what’s happening in British interiors culture right now. Who better to stand up for real design and designers when our spaces, and our retail landscape, are becoming more derivative and throwaway?”
