Foamalux White foam PVC was used to transform premium fashion retailer Joseph’s London flagship store into a vision of spring-time inspired by White Blossom trees.

Requirements:

• Bright white
• Rigid
• Easy to cut

To give the trees a more ‘Joseph’ feel, 3mm Foamalux White was cut to shape on a Kongsberg cutting table creating lacelike leaves turning them into artificial plastic objects that are unexpected yet beautiful. The display plays on elements of light and shadow creating a both feminine and masculine effect and works as an amazing backdrop to showcase Joseph’s brands which have intricate lace details, couture elements and are also pure in their aesthetic. Foamalux White was chosen due to its bright white finish, flexibility to cut small detailed shape and form with ultra-smooth edges.