The store's interior retains the same quirky reference to the "never ending British summer" concept, complete with the grass floor, floral graphics and animated "digital sky" lighting.

As well as the interior design, innovative and unique lighting has always been a crucial element to each of the Snog locations. St John’s Wood presents and all-encompassing bright artificial sky window that creates an atmospheric mood throughout the store, framed with a traditional cornice to reflect the Victorian heritage setting. The animated sky is used to great effect, creating a warm and subtle environment that adapts over the day and throughout the seasons.

The opening of this Snog location marked an important step forward for the brand as it was the first store to be opened following investment by Unilever Ventures. Such a move afforded Cinimod Studio the challenge to take the design to exciting new levels.