The Dayrooms is an Australian inspired lifestyle concept that is both a fashion retail shop as well as a café. The store is located in Notting Hill, with the two sister cafés located in Westbourne Park and Holborn.

The approach to the identity and brand language aims to mirror moments, fostering a sense of nostalgia with each customer. The core idea is that instead of sectioning the store or contents by season or type, you would be taken through the store journey through a curated selection of moments and moods.

A bi-annual paper journal was introduced, showcasing upcoming designers, stocked brands, local guides as well as stories revolving around fashion, design and culture. The journal can be found at all Dayrooms locations in London.