A vintage urban affair

The Challenge

As a vendor of avant-garde clothing by independent designers, the client engaged us to design an eclectic boutique that would reflect the philosophy of “indie” fashion. Our goal was to combine key elements of this fashion culture, bringing together the perfect mix of vintage, urban, bohemian, second-hand and upcycled, in a retail design that is trendy but not mainstream.

The Outcome

Snatch’s whimsical interior, quirky branding and vintage packaging, with their sense of nonconformity, reveal the eccentricities of indie trends. The boutique became an uplifted space which feels nostalgic and “used” but is modern and clean. Balancing between installation and retail shop, a minimalist artisan feel is carefully curated, but made to look effortless.

Retail Shop
Glyfada, Greece
Interior Design
Branding & Identity
Furniture Design
Patchwork Installation
Project Management
Product Procurement
Shop Window Design

The Impact

In a highly commercial area, with one retail store followed by another, the unique interior and unusual shop window displays of Snatch drew considerable attention and left a memorable impression. The boutique became a topic of discussion - not only among the local crowd, but also other shop owners in the area - widening its exposure beyond the intended “indie” fashionistas and increasing merchandise sales.

A retail shop sign with a vintage-style patchwork logo.
Snatch’s facade with floor to ceiling seamless windows revealing its minimal interior and quirky window display.

Maximising space and value

We exploited the double height of the space by installing floor-to-ceiling seamless windows and creating a mezzanine level, almost doubling the existing floor space. The minimal spatial arrangement gives emphasis to the stairs leading up which double as a backboard for urban messaging. A muted vintage colour scheme mixed with layers of bold bright colours and eye-catching visuals dress up the experience the space delivers. Walls and shelving are covered in a colourful patchwork of fabrics blending a variety of vintage / antique / floral patterns. A backdrop for the storefront is created by a bespoke steel wire fence with a floral lace pattern which we commissioned from a Dutch designer.

Technical drawings for a custom-made display fence, reception counter and staircase of a commercial interior.
A close-up view of custom-made wire fencing with a floral lace pattern.
A retail store counter designed with beveled mirrors and colorful tiles.
A fabric patchwork wall in front of an ochre wall with designer bulb lights crawling up.

Building a sassy personality

From the name “Snatch” itself to dancing gypsy bunnies, we built a compelling brand identity to complement the interiors and merchandise. Nostalgia and romance, inspired from old books, aged paper textures and 18th century illustrations, form the foundation of the identity which includes retail packaging, clothing labels, business cards, stationery and signage.

Snatch’s brand identity designed by Reform, including logo, business cards, stationary, packaging and clothing labels.
The quirky vintage packaging design for the retail bags of Snatch fashion boutique.

Blurring time and


Contrasting the old with the new, distressed plank flooring, tiled walls, bevelled mirrors and patchwork wall coverings come together with opposing details like galvanised steel wire fencing, digitally printed fractal tiles and sheet metal. The initial unconventional shop window display included found objects such as vases made from wellington boots, clear hosepipes, plastic laundry baskets, galvanised steel portable grills and construction site lights. We created other ephemeral store window designs and installations for following seasons.

An eclectic retail interior design with patchwork wall coverings, a bulb light installation and mix matched tiling.
Vintage bronze shoes displayed on a wooden construction beam.
A retail shop window design with a mannequin next to an ephemeral installation of found objects.

Aiming to integrate a crafted handmade look, and taking cues from the Arte Povera and Dada Movements, we took commonplace objects out of their intended functions and repurposed them to “art” installations. Scrap wooden construction beams serve as display benches. Upside-down tin funnels are upcycled to create bespoke pendant light fixtures. Clusters of “bulb” lights appear to be crawling up walls. Wire mesh fencing is used for balustrades. Water pipes form clothes racks and second-hand vintage furniture pieces refinished in metallic patinas resemble gold sculptures.



A retail reception counter featuring a colorful assortment of digitally printed fractal tiles.
A commercial staircase with a minimalist design using distressed oak floorboards and recessed wall lights.
A designer patchwork armchair made with hundreds of fabric layers tied in a bundle.
Retail shop display designed using black pipe clothing racks and patchwork shelfs.

The Pieces that make a whole

Our inhouse procurement of all items - from everyday repurposed objects to a unique designer armchair made of hundreds of fabric layers - ensured that the vision translated through even the smallest details of the retail design.

DIY style design of Snatch using wooden beams to display merchandise and upcycled tin funnel pendant lights.
A contemporary urban boutique interior with a muted vintage color scheme and contrasting bold red patterned wall.
A feature wall in Snatch fashion boutique using red fractal tiles.
Designer bulb lights by Droog crawling up a wall.