Fred Perry, Munich, Germany
Monday 11 Feb 2013
BuckleyGrayYeoman has completed the design of Fred Perry's latest international store in Munich, Germany, uniting the brand's iconic British heritage with the vibrant Reichenbachstrasse area of the city.
The store has been designed to transport the brand's ‘Britishness' to this culturally rich area of Munich. Amongst the subtle references to Fred Perry's roots are the same tiles used on the London Underground, which take their inspiration from Covent Garden Station - the closest stop to the brand's flagship London Store and headquarters.
Other details that capture classically British traditions are a series of wall-mounted wooden tea trays displaying the brand's famous Fred Perry Shirts, as well as a tiled counter lined with tea caddies where customers can enjoy the traditional beverage, doubling up as the till point for purchases.
Throughout the retail space, reclaimed lighting and furniture from London's east-end has been used.
Paul White, Director at BuckleyGrayYeoman, said "We wanted to bring a sense of Britishness to the project without plastering the walls in Union Jacks. The design subtly encapsulates the culture in which Fred Perry is famously rooted, looking at details and recycling quintessentially British objects, from tea trays to tiles, and incorporating them within the retail environment."
The 260 sq m store ascends gradually over three levels, taking the visitors from the open-plan entrance space towards two rooms reserved for bags and footwear, tiled in gold and blue tiles respectively. These sections have replaced conventional shelving with bright gym-room lockers.
Custom-made concrete boxes run the length of the store, creating a sense of continuity between the spaces and encouraging customers to browse all areas of the retail space. These concrete additions start as elegant frames for detailed photographs of iconic Fred Perry products and the brand's namesake; and as customers move toward the back of the store, these concrete frames become display units for products.
The Munich ‘Authentic' Shop is the fourth project BuckleyGrayYeoman has completed for Fred Perry and the third German store to be launched. The practice has recently completed a Fred Perry store in London's Westfield Stratford City Shopping Centre, which includes an anamorphic artwork of Fred Perry's famous Laurel Wreath as its centerpiece.