KW ALLESTREE | Portfolio
Design Expertise in Action
Overview
Between 2022 and 2023, I worked closely with the KW Group on the evolution and rollout of their growing salon brand — managing the full process from concept design and brand alignment to on-site delivery and post-launch review.
When I first became involved, the group’s two existing salons (Belper and Duffield) had no formal brand identity. Working alongside the Marketing Director, I developed a clear, cohesive visual direction for the group — a look that captured the warmth and professionalism of the Katie Weeds ethos while providing a framework for future expansion.
Each new salon was then designed to feel recognisably KW, yet with its own personality — shaped by the building’s architecture, local clientele, and character. Elements such as timber slats, greenery, and warm lighting were used consistently but never identically, creating individuality within a cohesive brand family.
Across every project, I took full ownership of planning and delivery — managing budgets, coordinating contractors, providing highlight reports to the board, and ensuring all sites opened on time, on budget, and on brand.
KW ALLESTREE
Design Expertise in Action
Company: Katie Weeds Hair Studio
Address: Park Farm, Allestree
Date: – Pre-Project February – March 2022 | build: 1st April – 19th May 2022
Budget:
Key Tasks
Bringing the Vision to Life: Project Narrative
This project was a true transformation, beginning with the co-creation of new brand style and guidelines for the entire group. From this foundation, we moved into the creative phase, starting with moodboard creation and then designing a concept that brought a unique identity to the new salon while keeping it clearly recognisable within the established brand family. A key strategic focus was planning and optimizing the space to maximize capacity and revenue opportunity.
Once the design was finalized, the project shifted into high-level Project Management. We gathered trades, creating a detailed Scope of Works for every contractor, and initiated on-site management to oversee all construction and installation. The process was rigorously managed through scheduled stage reviews, next stage plans, and highlight reports, incorporating a lessons learned approach to ensure smooth progress.
Beyond the physical build, we successfully managed the critical administrative and compliance needs, including a successful Premises Licence application with Derby City Council, as well as finalising risk assessments, fire safety, security, and waste contracts.
The final stages focused on meticulous detailing: sourcing and dressing all furniture, stations, and key areas, tracked precisely via a comprehensive purchases log. Our involvement extended to the launch itself, where we assisted with the marketing launch and arranged the launch party event. The project concluded with a complete Key Information handover document and a thorough post-opening project review, solidifying the project’s success.
KW Allestree
Location: Park Farm Shopping Centre, Allestree
Timeline: Feb – Mar 2022
KW Mickleover
Location: Ladybank Rd,
Mickleover, Derby
Timeline: May – Aug 2022
KW Ripley
Location: Nottingham Road, Ripley Town Centre, Derbyshire
Timeline: Jul – Oct 2023
KW Group
Location: Belper, Allestree, Duffield, Mickleover & Ripley
Timeline: May ’21 – Aug ’25
Our Services
The whole is much more than the sum of it’s part. From crafting the perfect Residential or Commercial look, to delivering it seamlessly with expert Project Management, and ensuring maximum impact with sharp Visual Merchandising, we cover every step of your design and installation journey.
Interior Design
Your space, your unique story
Every home has its own story, and we’re here to help you tell yours. We believe great design should be comfortable, functional, and perfectly reflect the way you live.
Commercial Projects
designs THAT build success
Every business has its own mission, and your space is the most vital tool to achieve it. We design engaging, functional environments that elevate your brand and impress your clients.
Project Management
complex visions into reality
Every vision needs a skilled guide to become reality. We specialise in coordinating projects, from interiors to manufacture, ensuring delivery on time and on budget.
Visual Merchandising
Turning shoppers into happy buyers
Every product deserves to be seen. With high-impact, strategic retail displays and interiors that stop traffic, we tell your brand’s story, and drive sales.
Meet with Laura
It’s always an absolute pleasure to meet and hear the vision and dreams of clients. Making those dreams a reality in a bespoke and practical way, is what gives me that buzz.
Let’s meet, let’s chat and let’s make this thing happen.
Send us a message!
Ready to bring your next project to life? We’d love to hear from you. Reach out today to discuss your vision and take the first step.
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