We are sfd.

A retail creative organisation that prides itself on offering a complete solution to the visual needs of the industry and the brands it works with, elevating them above the competition. Explore our site and the work we do.


Take a closer look at what’s making the headlines at sfd and the brands, spaces and people that inspire us

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  • Listen to Mont Jake

    Mont Jake is the latest in a line of Danish artists, joining Goss - who we featured  - read more

  • The Taylor Morris Shack

    The Bluebird” is a bit of a summer mecca for any West Londoner.  - read more

  • Just Do It Yourself

    Sometimes your only competition is yourself, at least if you’re Mo Farah, or training to be the next  - read more

  • Ugly & Delicious

    We know sugar is bad for us, so is caffeine. Plastic bottles and sweeteners will give us cancer.  - read more

  • Paper Bags

    Katharina, Sebastian and Bernd, two German siblings and a Dutch guy, came up with an idea after realising  - read more

  • Tagra Lights Up RDE

    sfd has a longstanding relationship with Tagra, the innovative LED lighting specialists, collaborating on many interior and window  - read more

  • When Paul Met Erica

    Although it wasn’t the sunshine and cherry blossom of a beautiful spring day in Tokyo that convinced me  - read more

  • Changing Faces

    Projection mapping has for years transformed buildings - from Buckingham Palace to H&M’s Oxford Circus flagship - store  - read more

  • Step Inside Raey

    In mid-2016, sfd were approached by Raey to work on the initial concept of the brand’s first London  - read more

  • Melbourne Safari Part 2

      When our Australia office opened in the city that brought us Kylie (the first one) we took to  - read more

  • Listen to Leisure

    With summer days just around the corner - we hope - our playlists are starting to favour upbeat,  - read more

  • The Anti-Hotel Where Architects Stay

    Warsaw-based creative design firm Mamastudio’s foray into hospitality - Autor Rooms, which opened  - read more

  • 12 Best Stationery Shops in London

    We love stationery. Whether it’s a cheap notebook to scribble down the Monday meeting notes or a leather-bound 160gsm journal  - read more

  • Our Milan Design Week Camera Roll Pt. 2

    Part one of our Milan photo diary didn't give enough page space to fit in all the highlights that we  - read more

  • Terrazzo To Change The World

    It’s no surprise that China’s strength in production has led the world to rely on the country for  - read more

  • Our Milan Design Week Camera Roll Pt. 1

    As we rushed around the streets of Milan trying to take in as much of Milan Design Week’s  - read more

  • H&M Brings Two New Brands to London

      The news of H&M’s latest brand, which we now know to be Arket, hit the press last year,  - read more

  • Daniel W. Fletcher pops up at Liberty

    It has been a few weeks since we profiled menswear designer Daniel W. Fletcher- read more

  • Listen to Goss

    A number of artists release music with no reference to their true identity or even what they look  - read more

  • Top 6 Milan Design Week Collaborations

    With our love of a collaborative project, as we took in the many installations of Milan Design Week  - read more

  • Undressing Nude

    Ever thought that mannequins are all the same? Cut to the same mould and churned out on a conveyor belt  - read more

  • Step inside Euroshop

    As the doors opened on the first day of EuroShop 2017, our camera followed the journey to Düsseldorf and into  - read more

  • Branding at Euroshop

    We went to Düsseldorf with a vision to create a new look sfd Group for the future. Representing  - read more

  • Düsseldorf through a lens

    Taking some time away from the hectic EuroShop venue was definitely in need over the five day event.  - read more

  • We’re all just mannequins

    Acclaimed director, Mike Lee Thomas, worked on two films for Nude Mannequins which were unveiled at EuroShop 2017. The Articulated  - read more

  • Ciao, Milano

    As we edge closer to Milan Design Week, the six day event that encompasses the Salone del Mobile  - read more

  • Euroshop sfd party

    As the lights dimmed on day three of EuroShop 2017, sfd decided that the halfway hump day deserved a night  - read more

  • Team sfd at EuroShop 2017

    A candid look at Team sfd's time at EuroShop 2017 as we made our way through  - read more

  • Euroshop 2017

    We recap on the design of our EuroShop 2017 stand, which gained a Top 10 spot in Exhibitor Magazine's roundup  - read more

  • This is a Mannequin

    Giving new meaning to "head turner". Nude unveiled its latest mannequin development - the Articulated Head - with a film  - read more

  • Düsseldorf City Guide

    As we count down the days to Euroshop, we have been thinking about what we are going to  - read more

  • Meet Richard Whitaker

    There are a lot of people behind our Euroshop 2017 experience. Hundreds when you take count of all  - read more

  • Drinking Helps

    What if soft drinks were better for you, and for the world? That’s what Paul Bethke wondered after  - read more

  • Euroshop Top 6 Restaurants

    If you’re heading out to Euroshop - or just coincidentally happen to be heading to Düsseldorf - then  - read more

  • Stand Designs

    Our stand at Euroshop 2017 has been developed as a way to inform, surprise and start discussion about  - read more

  • Listen To Hugh

    Hugh isn’t the frontman of this London band. There isn’t actually anyone named Hugh. Joshua, Andy, Tino and  - read more

  • Our/Vodka

    What do we love more than an entrepreneurial success story and great design? Vodka. Our/Vodka was started  - read more

  • Redefining Retail

    Soho House is one of the biggest hospitality success stories of our time. Founded in 1995 with a  - read more

  • Meet the Mannequal

    The spending power of disabled people in the UK is £249 billion. It is for this reason that  - read more

  • Mannequin Stars

    In the midst of Euroshop preparation, it isn’t just us humans that have been busy at sfd, our  - read more

  • Digital Soul

    On the back of his latest single ‘Unholy War’, London-based soul singer, songwriter and producer, - read more

  • eyedoo pops up in Marylebone

    At sfd, we love glasses. We love well-designed, high-quality, affordable, easy-to-buy glasses even more - that’s why we  - read more

  • Smoke & Bubbles

    Cult fashion brand COS will unveil its multisensory experience at the year’s Milan Design Week in collaboration to  - read more

  • Water In Can

    After hydrating us through many fashion weeks, design events and summer days (yes, we know that was a  - read more

  • Not The END

    A striking new store opened on Glasgow’s prestigious Ingram Street late last year, and it was the latest  - read more

  • Typo Lands in UK

    Just in time for the last-minute Christmas rush, Typo opened its first store in the UK at Stratford’s  - read more

  • Her

    You’d be forgiven for thinking that HER coffee, founded in 2011 by First Sukbaipoon, was named to signify a rather  - read more

  • Project Runway

    As New York Fashion Week gets underway - and London, Milan and Paris loom on the horizon - we  - read more

  • Co-Working Before Dinner

    In 2016’s Absolutely Fabulous movie, Eddie hilariously set up her “home office” in a restaurant. “I’m working from  - read more

  • The LFW Beauty Destination

    Augmented reality app, MakeupPlus, will go from being a virtual destination to a reality at a first-of-its-kind pop-up  - read more

  • Will Amazon End Queues?

    When Amazon announced that it was to open a self-service grocery store that promised a no queues, no checkouts, just  - read more

  • D.D Dumbo

    Oliver Hugh Perry, more commonly known now as D.D Dumbo, is an Australian singer, songwriter and instrumentalist. - read more

  • Melbourne Retail Safari

    Our coffee-fuelled trip around Melbourne’s retail highlights. Here at sfd, we love to get out and see what’s going  - read more

  • Plastic Smile

    From the Design Museum to Selfridges, we discover the recycled material that designers are turning to. - read more

  • Virtual or Actual Reality

    With our fascination with virtual reality, which we will be using on our stand at Euroshop but more on  - read more

  • Missguided Goes Wild

    Adopting the rebellious attitude of the brand, Nude created 34 brand new mannequin poses for Missguided’s first store. - read more

  • Parcels

    It’s hard to describe the genre of this five-piece vocal harmony band, but a mixture of funk, pop, electronic, disco  - read more

  • Roots Juicery

     Of course January is the time when the ‘new year, new me’ crowd are in full force, shunning gluten  - read more

  • Our 6 favourite green interiors

    The benefits of having plants and greenery in work, leisure and living spaces have been well researched. Architects  - read more

  • Joshua Kane

    Joshua Kane has grown to prominence over the past few years, owing to his sharp suits, impressive shows  - read more

  • London in Paris

    It has long been the tradition that, following London Fashion Week, brands will pack up their new season  - read more

  • Euroshop 2017

    For Euroshop 2017, sfd is developing a space that is designed to inform, surprise and start discussion about the sfd  - read more

  • The Future, by IKEA

    IKEA isn’t the first name that springs to mind when we think about creative spaces and forward-thinking design types, but  - read more

  • Daniel W Fletcher

    At last summer’s London Fashion Week Men’s – then called London Collections: Men – a political undertone took over many  - read more

  • Like a ton of paper

    Design Academy Eindhoven graduate, Woojai Lee, was one designer whose work caught our eye at Dutch Design Week 2016. - read more

  • Helsinki Highlights

    “Nobody in their right mind would come to Helsinki in November.” That was the message given to visitors of The  - read more

  • Video: 100% Bloomingdales

    Nude’s latest range - Charlotte & Fitz, that featured in our interview with Stefan Parsons - was debuted in  - read more

  • Mast

    Mast Brothers, the New York-based chocolate maker whose flagship locations include Los Angeles and Brooklyn as well as East London,  - read more

  • Hello Australia

    sfd has now officially launched in Australia. Following successful projects over the past 18 months with retailers in Australia and  - read more

  • NYC

    The city that never sleeps has no end of iconic landmarks and symbols, but while the thrill of seeing the  - read more

  • I & ME

    The pop-up concept has become so instilled in the retail landscape now that the opening of a new one in  - read more

  • Harrods’ White Christmas

    In February last year, only weeks after Christmas, sfd met with Harrods to discuss plans for the next festive season  - read more

  • Dutch Design Week

    Eindhoven has grown over the years to its status as one of the Netherlands’ biggest cities, in large part due  - read more

  • Victoria’s Secret

    Last month, as Victoria’s Secret geared up for its annual fashion show that took place in Paris’s Grand Palais on  - read more

  • Zospeum Concrete

    In a dark cavern in the midst of Dutch Design Week, a large box of concrete stood inconspicuously amongst a  - read more

  • Ace & Tate

    It’s June 2013 and Mark de Lange, along with two partners, has just founded Ace & Tate, the eyewear company  - read more

  • Tender

    This London-based duo have been making a lot of noise over the past year with the likes of BBC Introducing  - read more

  • Everlane

    Everlane is the brainchild of Michael Preysman, who left his job in venture capital in 2010 to start a business  - read more

  • Stefan Parsons

    We spent some time and chatted with Stefan Parsons, Nude mannequin development and design manager. - read more