New Home: West Comes East to be Part of the Furniture


Style travels well,


… and judging from the stunning arrival of West Elm on this side of the pond, the American home fashion retailer is about to make serious waves in the UK decor market.

The essential elements have been transported safely with its distinctive high wall displays, blocked shelving, colour story chic and opulent ornaments still in tact after the journey East. Particularly impressive and more unexpected is the kitchen department where beautiful boxes build authority across cutlery, cuisine, and crockery which flow into attractive displays of herbs, spices and delicatessen delights.

Customer service is special, as expected, from the home design hub to the cozy coffee bar, where the made-to-measure attention is sure to be a hit with the ecelectic mix of London’s home fashion admirers.

west-elm-food-hall west-elm-cutlery west-elm-bed-wall

From West Elm Cardboard Creativity Grows

Poor workmen blame their tools, but the toolshop department in West Elm is a testament to the cardboard craftsmen that toil behind the scenes.


Simplicity and integrity are the trademarks of the boxes that house everything from saucepans to sauce spoons. Essential to all great packaging is the ability to see what’s inside without the destruction of the box around it. Getting the message without killing the messenger. The West Elm packaging uses a combination of cutaway panels revealing the mystery contents, and lifesize photography revealing a like ness of the contents in both tone and scale.

If only everything was as easy in life, if only cooking itself was as creative and yet consummate, as shopping the shelves of West Elm.

west-elm-cruet-packaging  west-elm-iron-packaging  west-elm-working-tools

Are details of the store experience such as packaging letting you down?