Dressing up ETHNC shops

When clothing retailer ETHNC asked us to create oversized beads, faces and flowers for their first UK stores, the Plunge team brought exceptional technical expertise, creativity, and craftsmanship to every stage of the process. 

Starting with simple polystyrene cylinders, the team carefully sculpted, cut and refined each form into individual beads. Drawing on their engineering expertise, they designed and built a custom lathe to achieve consistent shaping, allowing them to rotate each piece with accuracy while applying finishes evenly.

The team's deep understanding of materials and finishes was key as they developed a layered surface treatment. Each bead was carefully sprayed in soft pastel tones, adding delicate white flecks and refined gold leaf detailing to give the beads texture. To ensure durability within a retail environment, the makers applied a specialist Styrocoat finish, balancing aesthetic quality with long-term resilience.

The result not only showcased a strong creative vision, but also the makers’ ability to combine innovation, precision, and material expertise.

Once in the retail space, each oversized bead was individually threaded onto the structure, with close attention paid to form, alignment, and visual consistency from multiple viewing angles. This process not only demanded both structural awareness and an eye for detail to achieve the desired aesthetic outcome, but also rigorous safety measures, as the installation was positioned above an active public area, with continuous customer footfall. 

Alongside the giant beads, the team also crafted faces and flowers, bringing a burst of colour to the shops and encouraging customers to look around and stay a little longer.

ETHNC can be found at Westfield Stratford and Westfield Shepherd's Bush.