24/05/2026
Beyond the Build | I Love Ugly Bayfair
Some builds are measured in months. This one was measured in days.
Eighteen, to be exact. That's the window we had to turn an empty shell at Bayfair into a fully trading I Love Ugly store, and not a stripped-back version of one either. Bespoke joinery. Textured render. Feature lighting. Metal signage. The full fit-out, no shortcuts, no "we'll come back to that later."
Tight timelines expose everything. The planning, the trades, the call-outs at 9pm, the decisions made on the floor when something doesn't land the way it should. There's nowhere to hide in 18 days. Every person on this job knew that walking in, and every person held the line.
Opening day, 200 people queued down the mall. A store that didn't exist three weeks earlier, packed wall to wall.
That's the test. Not whether it gets built, but whether it gets built right, on time, and ready to perform the second the doors open. This one did.