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FRED PERRY WESTFIELD STRATFORD, LONDON, UK
Wednesday 12 Dec 2012
BuckleyGrayYeoman were asked by Fred Perry to fit out their new flagship ‘Authentic' store in the Westfield Stratford City shopping centre, London, creating a retail space that merges contemporary design with the fashion brand's rich 60-year heritage. The store opened in June 2012.
The centrepiece of the design is an anamorphic artwork of Fred Perry's famous laurel emblem. The sculpture consists of 32 suspended brass leaves that run the length of the retail space. When viewed from the front of the store, the leaves align to create a complete image of the laurel, but as customers move around the artwork it transforms into layers, creating different shapes and patterns.
This experiential element of the design runs throughout the project, which features several elements that play with the idea of viewpoint and scale. A seemingly plain white wall framing the golden laurel artwork at the back of the store is a mosaic of white Fred Perry buttons. Footwear and accessories are displayed on surface of light boxes creating lines that replicate the proportions of the contrasting "tipping" around the collar and sleeves, the signature detail of Fred Perry Polos.
The store has been designed with a calm, open approach to layout and a restrained material palette of concrete, black steel and wooden parquet flooring. A walkway running through the centre marks a division between the apparel and footwear & accessories areas. Products are displayed on eight concrete tablets that also create seating for customers.
BuckleyGrayYeoman have created a sophisticated interior with a real sense of clarity whilst also celebrating of the expectation-defying individuality of the brand which has gained it an incredibly loyal following over the last five decades. Attention to detail at every contact point, from the shelving to the commissioned artworks help transmit this remarkable brand's history.
The overall unit, including back of house, measures 250 sq. metres.