'Thethestore' has opened in the neighborhood of Hoxton in London and features work from emerging designers as well as modern packaging. The shop's sleek and minimalist aesthetic was designed by Swedish creative studio Nonuform who hoped to complement the clean white walls with a variety of unique products and innovative packages.
When walking around the shop, it is difficult to determine a chain of commonalities among all its products. The finely curated items and modern packaging examples vary from toothpastes, clothing racks, face creams and typography calendars. The true theme of the store relies on independent and well-made design, with products from Otho Clothing, Ben Sutton Ceramics and Baxter of California skincare. Rather than just selling products, store owner Meryl Fernandes would like people to appreciate the designs and modern packaging that make these items truly special.