El Ultimo Grito used the Griffin Flagship Shop to explore and produce 5 different retailing environments and objects that challenged pre-conceived ideas of retail spaces and brand philosophy. The short life of interior design for fashion labels and brand philosophy (rather than image) were paramount issues in this investigation. Exploring the qualities of window displays, focal points of retail shops reflecting changing trends, El Ultimo Grito developed a system for producing an 'ever changing' environment as opposed to the static and easily-ageing standard shop design. This led to a commission to design Griffin's Flagstore in Tokyo (2003; 6-4-9, 1F Minami Aoyama 107-0062 Tokyo, Japan), two 'ephemeral' shops in Paris (Surface to Air, 2002) and London (Carnaby Street, 2003), as well as a travelling shop titled '10 years of Griffin'. The London Flagship Shop's main feature is a ceiling covered with over 1000 hooks and using extra long necked coat hangers permitting the creation of infinite layouts. Movable walls and temporary installations allow regular renewal of the design, reflecting the 'anti-establishment' philosophy Griffin espouses. (40 square metres). The main feature of the Tokyo Flagship Shop is a 'gallery framework' creating space for hanging clothing without touching the original shop walls, floor or ceiling. A fully printed canvas canopy, featuring work commissioned by Griffin from different artists, changes every 2/3months, reflecting the constant collaboration advocated by the brand.

Book reviews and catalogue.The project was shortlisted for the Design Week Architecture and Interior Design Awards and the FX International Architecture and Interior Design Awards (both 2001). It has been reviewed in books including New London Interiors (ISBN 1858942373), Point Of Purchase (ISBN 1858942373), Extacity, (ISBN 185669383X) and the Jerwood Applied Arts Prize 2004 Furniture Catalogue (ISBN 1-903713-13-7). It has been reported in newspapers and magazines from the UK, Netherlands, Spain, Japan and Australia.

https://research.gold.ac.uk/id/eprint/277