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Loft is a contemporary home furnishing experience with a goal in bringing urban living
to Jeddah. Centered around sofas, modern yet rustic living spaces and furniture, it creates an
experience capable of inspiring new ways of loft style living. We were asked name, brand, and design the environmental and architectural experience of the store.


Slash created a brand identity that puts Loft at the forefront of home furnishing showrooms. With an extensive exploration in brand design and architecture, Loft focuses on bringing immersive and interactive shopping experiences in dramatic theatre like staging.