Chelsea General Store Rebranding

Links Signs Refits Chelsea General Store Signage for Rebranded Relaunch

In the Spring of 2019, Links Signs completed a total signage refit of the Chelsea General Store in London. The store is the latest of a chain of several high-end specialty produce emporiums to undergo a complete refit and rebranding exercise. Our successful tender encompassed the manufacture and installation of a complete suite of exterior (shopfront) and interior signage ready for the store’s relaunch. Due to the number and diversity of different signage products required, Links Signs was a perfect choice as a one-stop supplier for everything required.

Interior Signage

Internally, the signs required to fit out the store are a combination of bespoke illuminated and non-illuminated built-up signs. We fabricated 3 different sets of 3D illuminated letters, incorporating internal LED lighting. These signs suspend from the ceiling via ‘top-hat’ fixing sections, supporting sheathed and threaded suspension rods. These rods in turn house the power cables powering the LEDs. The letters themselves are formed from stainless steel and powder coated black. Each letter holds a translucent white opal acrylic face which is illuminated by the internal LEDs.

In addition to these suspended, illuminated signs, we also produced a set of (non-illuminated) 3D letters for mounting to the back wall of the store. These letters were fabricated from aluminium and also powdercoated the same black as the suspended signs. Each letter included studding welded to the reverse, allowing them to be fixed to the wall via pre-drilled cavities. Structural stability was further reinforced by filling these cavities with chemfix resin for an extremely strong bond. Other internal signage also included:

• Fret-cut vinyl on acrylic panels for wooden gondola units, slotted in to pre-routed grooves
• A hand-painted, circular shop sign fitted to the tiled wall above the gondola units

Exterior (Shopfront) Signage

Externally, the shopfront required signage fabricated from several different materials. Across the main fascia of the shopfront, we produced two separate sets of 3D lettering, laser cut from 3 mm polished brass. Like the aluminium lettering inside the store, these letters also had studs welded to their reverse, for chem-fixing in to pre-drilled holes in the fascias. Above the right-hand set of brass letters, we installed the next element: a protruding 3D circular store sign. This double-faced sign consists of an aluminium body, side-bracket mounted to the exterior brickwork. All elements of this sign are powdercoated black. On each face are fret-cut Mirror Gold vinyl graphics of the store logo.

Several different types of reverse-applied vinyl graphics on the shopfront glazing complete the look:

• Graduated (digitally printed) frosted vinyl
• White vinyl fret cut lettering
• Mirror Gold fret-cut vinyl lettering
• Fret-cut Mirror Gold logo (centrally to main shopfront window)

All signage elements were professionally installed by our expert and fully accredited Installation Specialists to strict deadlines in time for the store’s grand re-opening.