Re:Loaded, Weapons of Mass Seduction
Royal Armouries, Leeds
2023
It’s a mecca for middle-aged blokes who love guns but the client was looking to widen their visitor profile beyond this demographic. With a collection of highly-decorated guns to work from, we developed an atmosphere that referenced nightclubs, bar culture and luxury retail.
A nocturnal feel was created with minimalist showcases, spot lighting, neon and blue wash lighting over minimalist shop window displays, providing a backdrop through four retail zones: Gifting, Status, Desire and Disarm. The Disarm zone is a particular highlight, focussing on the art of Bran Symondson, and ex-forces reservist and photographer who documented life in conflict zones through reworked AK-47s.