At 80 sq m the store is roughly split down the middle with about 50% of the overall space used as enclosed photographic studios (two in total) and 50% as the front of house. The store design fully embraces digital technology with sleek viewing terminals allowing customers to instantly view and edit their photographs accordingly through picture cropping, visual effects and framing selection.

The design ethos is simple yet visually dramatic and intended to coexist with and embody the characteristics of the Morffew work. Shopfronts are a tall 4.5m, with a glossy white stone portal entry sitting along side a frameless glass window display, enabling the display of full bleed window graphics a staggering 4.5m high x 3.3m wide.

Gloss yellow is the signature colour for the brand and appears in two powerful yet limited locations - as a backdrop to the window display (visible when the window graphics are not in use) and as a backdrop to the retail area of the store. The retail area is predominantly white and silver - white gloss stone floor, white walls and ceilings with silver furniture and display fixtures. Down one side of the space, framed by almost 4m high sliding doors to the studios is a floating display unit which incorporates the customer sales point. Down the other side a full length white banquette seat serves five isolated viewing terminals boasting state of the art technology - there's even a terminal for keeping the kids amused.

Lighting is dramatic and gallery like with functional metal halide track lighting illuminating large wall hanging portraits, this is complemented by lofty ambient morphers which give the symmetrical ceiling layout an injection of drama. Fluorescent light emanating from under and behind fixtures adds to the visual interest.