by Rachel 31 October 2011
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    London based design practice, Jenner Studio, has designed a new boutique in Singapore for Penhaligonʼs, the heritage British fragrance house. From opening its first store on Londonʼs Jermyn Street 140 years ago, Penhaligonʼs, will now launch its first offering in Asia.

    With Jenner Studioʼs expertise lying in brand development and interior design this revolutionary retail concept has created an entirely unique vision that draws on quintessential English style with a playful and contemporary edge. The new boutique celebrates Penhaligonʼs established legacy of creative and innovative perfumery whilst playfullyexploring and re-interpreting the traditional brand imagery.

    Christopher Jenner, Creative Director of Jenner Studio comments, "Penhaligonʼs is an endlessly inspiring brand, with a rich history of exciting design. This project offered the rare opportunity to position and challenge the pre-conceptions of a luxury English brand in the worldʼs most dynamic retail hemisphere. The scheme is essentially an innovative re-styling of classical architectural and design properties. Traditional British craftsmanship techniques have been employed throughout, which allowed us to support skilled artisans and also to reinforce the luxury credibility of the brand through the unique design features incorporated. With this fresh innovative image, we see the new boutique attracting the young emerging Asian consumer into the youthful, eccentric and fun world of Penhaligonʼs."

    True to its eccentric past, the interior combines luxurious colours, textures, surfaces, forms and finishes. The boundaries between Georgian, Victorian and Edwardian design styles have been boldly disregarded and artfully harmonised through contemporary detailing. Referring to the historical narrative of the brand are revivalist Georgian-style woodwork created by English master craftsmen; a traditional Edwardian mosaic threshold made of French clay tiles with inlaid brass produced by Irish specialists; bespoke brass handles and ceiling roses hand-made by London based metal workers; and signage sourced from one of the last remaining English signage companies, established since the Victorian era, using gold leaf, glass and solid wood. These elements are contrasted with vibrant fuchsia hues with the particularly striking padded ʻpin-cushionʼ leather walls and bespoke ʻribbonʼ carbon fibre stools.

    "Our brief was to communicate Penhaligonʼs unique positioning as a British fragrance house and to create an interactive, theatrical environment to showcase our range of fine fragrances and accessories. We demanded the unexpected: ensuring that antique pieces could sit comfortably alongside contemporary design without compromising the heritage of 140 years of history." Sarah Rotheram, CEO, Penhaligonʼs

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