Shopportunity –
Wood Street

design & creative direction / regeneration


East Architecture &
Waltham Forest Council


Shopportunity was a shop front regeneration scheme run by East Architects and Waltham Forest Council. Artists and designers were paired with local traders on Wood Street in Walthamstow to produce improvements to the shop fronts and encourage cultural and economic growth in the area.

We Are Laura were paired with La Dumitrescu, a Romanian Deli, and O.G. Clothing, a street-wear t-shirt printer and wholesaler. Each shop had unique requirements. For La Dumitrescu, we adapted the current logo to be traditionally hand-painted onto the glass door and on the new swing sign. We also hand-painted the shutter with illustrated elements taken from the existing fascia.

We devised a typographic treatment as a solution for OG Clothing. The OG shop acts as a base for a wholesale business, a screenprinters and a workshop facility for local young people. We wanted to design something that incorporated all these elements, telling the story of their business through fun and eye-catching graphics that complimented the graphics on the clothing.