The competition-winning design for a shop within the new Exhibition Road extension created a series of 4.5m high, demountable pivoting frames with slender, bespoke extruded sections developed with Vitra. The open frames are retained at their head by a diamond grid, steel lattice structure and can be fitted with a combination of shelves, hanging rails, storage bunkers and showcases, enabling a wide variety of merchandise to be displayed. The upper levels of these frames provide an opportunity for high level flexible display, and can be pivoted and/or removed to allow differing circulation routes around displays and through the space to respond to the varying themes of individual exhibitions.