Chris Dewar-Dixon, creative director of Four IV, has created interior and brand identities for some of the most recognisable retailers in the world. Here, he takes time out to talk luxury
Specialising in leisure and retail interiors, as well as brand development, Four IV prides itself on having worked with some of the world’s most commercially-proven luxury brands. Certainly, the UK-based graphic and interior design agency’s client list reads like who’s who of high-end retail. Harvey Nichols. Thomas Pink. Mulberry. Burberry. Duchamp. Harrods. Kurt Geiger. Even Armani.
Currently working in over 14 countries, the company’s USP is genuine insight into the luxury marketplace and the unique mindset of its audience, cultivated over a period of 17 years, says co-founder and creative director, Chris Dewar-Dixon.
Commercial Interior Design caught up with Dewar-Dixon, a discerning consumer of luxury himself, to find out about his most recent projects in the Middle East, and how the luxury sector is faring in the current climate.
How did you end up in design?
I was fortunate enough to be interested in interior design from a young age. I was never confused about what I wanted to do, and pursued it relentlessly!
After graduating with a Masters degree, I worked at a prestigious London design agency for four years. This gave me the training and knowledge that I needed to set up my own agency, as was
always my intention.
My company ethos is ‘design that makes a difference’, whether it be commercial or visually pleasurable. Good design is something that affects you in a very emotive way. For me, for example, visual comfort is just as important as physical comfort. I am very attracted to symmetry and also to the contrast of economy materials against very expensive ones. These are elements that feature constantly in my work.
How would you describe Four IV’s business model? Why has this formula proven so successful (and what part does your reported ‘northern straight-talking’ play!).
Four IV specialises in the creative; the business really focuses on the idea. The teams are concentrated so that we can all interact together. Every member of the company has a specialist skill, whether it be detailing, visualising or brainstorming. The graphic department works in conjunction with interiors – this is a deeper thought-process than normal. Strategic positioning is crucial to ensure that the brand consistently presents its credentials in the defined manner.
I guess the straight-talking northerner goes against typical stereotypes but my clients seek my advice as a retail strategist too, so I need to be able to get my message across succinctly and in a language they understand.
All too often, clients and designers are unable to speak in the same language and that is when briefs aren’t met and goals aren’t understood.
How does Four IV keep its ideas fresh?
In a number of ways, but primarily by keeping our eyes open through travel, exhibitions, a walk, a conversation, a book or even a piece of music. All of these things can be useful. Different things work for different individuals.
For me it’s about understanding the ethos of the brand and telling it as a story.
You’ve done a lot of work in retail. What do you like most about this sector?
The constant challenge – nothing stands still, influences are as varied as the catwalk, and we must keep in tune with all trends and influences. Every time you leave a retail store you should think: ‘There is nothing that I need but everything that I want’.
How fundamental are a store’s interiors to the overall shopping experience, and is store design a key differentiator for luxury brands?
Absolutely. The critical test for a piece of retail design is: Can I recognise the store when the logo is covered up? It may be a colour or a material, the way the product is presented or even the lighting. Individuality is more important than ever today – think of Hermes orange or Armani simplicity.
The environment must reflect and present the product in correct terms with the brand ethos.
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