Inside Magma’s Product store, London

Magma Product store, London

Magma Product store, Earlham Street, London WC2

The esteemed design bookshop, Magma, opened a new outlet in summer 2007. Unlike the original store just up the road, this was designed to showcase the lines which complimented the brand’s original core book, dvd & t-shirt sales – namely designer products and crafts.

I’ve always had a soft spot for Magma, and this store caught my eye for its innovative use of corrugated board fixtures and shelving. For everything. The whole store interior is infinitely modular, modernist, and recyclable: it also looks great. Forget expensive wood, glass or metalwork, this is testament to clean simple and functional design, paired with good lighting. Thanks to the staff for allowing me to shoot inside the store and capture this innovative display.

Click below for a fullscreen 360° view of the scene in Flash, or for more info in Google Earth.