Dezeen promotion: during the London Design Festival Italian design brand Skitsch host an installation by New York designer Harry Allen and a Dezeen Watch Store pop-up shop at their recently-opened showroom in west London.

Called Home, Allen's design is a modular storage system that can be stacked to represent different types of residential building, from a detached house to a skyscraper.

Dezeen are presenting a pop-up watch store in anticipation of next month's launch of www.dezeenwatchstore.com.

Skitsch will also host a pop-up espresso bar with coffee brand Lavazza.

18-26 September
Skitsch showroom
270 Brompton Road
London SW3

Here's some more information from Skitsch:

LONDON DESIGN FESTIVAL
SEPTEMBER 18 – 26, 2010

For this year’s Festival, Italian design company SKITSCH’s recently-opened London showroom in will collaborate with New York-based designer Harry Allen and online architecture and design magazine Dezeen on two exciting projects.

Design becomes HOME

To celebrate the launch of SKITSCH’s new collections, designer Harry Allen has created a special installation of HOME, a new innovative and quirky modular storage system, which will be displayed in the shop window.

For this storage system, Allen borrowed the archetypical shape of a house. Childlike and iconic in its simplicity, HOME explores the idea of home, both in form and function.

The play on scale is pure fantasy, and the architectural language provides some very practical storage opportunities. HOME’s rooms, attic and yard become places to store and display objects. The systematic storage units are capable of imitating buildings large and small so one can create a unique habitat for one’s belongings, deconstructing and rearranging it in many useful ways.

HOME can be assembled and arranged to fit whatever the purchaser's idea of home is. Whether that's an urban skyscraper or a country cottage is completely up to them.

Dezeen pop-up watch store

Internationally acclaimed online design and architecture magazine Dezeen (www.dezeen.com) will launch its first ever online store this September to coincide with the London Design Festival.

Dezeen Watch Store (www.dezeenwatchstore.com) will specialise in unique, design-led watches and will allow design-savvy consumers to buy some of the coolest watches on the market, by some of the world’s coolest designers.

To mark the launch of Dezeen Watch Store, a special pop-up installation will be set up within the Skitsch showroom during the Festival, giving visitors the chance to see and buy the watches first hand.

The launch range will feature collections by global talents including internationally renowned British designers Michael Young and Jasper Morrison, super-cool Japanese industrial designer Naoto Fukasawa, as well as pieces by boutique brands including Hong Kong’s VOID and London’s cult watchmaker Mr Jones.

Marcus Fairs, editor-in-chief of Dezeen, said: “Stories about watches are among the most popular on dezeen, yet the watches we write about are hard to find. The founding principle behind our first ever retail venture was therefore to meet this explosion in interest and provide design aficionados with eye-catching watches by some of the world’s coolest designers.”

Dezeen Watch Store will gradually add new designs to its collections, aiming to become the leading global website for the fast-growing designer watch market.

Also at SKITSCH: The Lavazza Espresso Experience

Lavazza, Italy’s favorite coffee is offering tired London Design Festival goers the opportunity to refuel at an exclusive pop-up espresso bar within SKITSCH. Visitors to the showroom can enjoy a range of authentic Italian espressos, whilst soaking up SKITSCH’s new collections and Lavazza’s range of A Modo Mio machines available in a selection of bright hues.

SKITSCH
270 Brompton Road London SW3 2AW
Opening times: 9am – 6pm, Mon-Sat; 12pm-6pm, Sun

www.skitsch.com