British architecture practice BuckleyGrayYeoman has completed the new North American flagship store for the brand, founded by the eponymous Wimbledon triple-champion in 1952, blending the brand’s British heritage with the iconic identity of New York City.
The 700sqft space has transformed the ground floor shop front of a historic building on Broome Street in Lower Manhattan, previously used as an antiques dealership for the past 35 years.
The store will become Fred Perry’s North American outpost and shall mark a ten year design-collaboration between BuckleyGrayYeoman architects and high-end British brand Fred Perry. Together, both firms have completed stores in Stockholm, Seoul, Munich and Bangkok, and the retailer’s own head offices in London’s Mount Pleasant in 2017.
The Fred Perry brand is part of the UK’s international sporting and cultural heritage. It has been fantastic to work on a project which fuses this contemporary British narrative with the iconic culture of New York City. Our partnership with Fred Perry over the past ten years has given us the opportunity to form a close dialogue with the brand. Each and every element of this space has been designed to communicate the character of Fred Perry whilst responding to the building’s long and chequered history. The result is a space of confidence and character which highlights the brand’s culture and style and thoughtfully retains and reflects the history of the building.A. Assaad, Director at BuckleyGrayYeoman
BuckleyGrayYeoman’s approach celebrates the history of the existing building by exposing original features and modifications, leaving the layers of occupation visible, such as the exposed mosaic tiled flooring, and working them into the unique character of the space created for Fred Perry.
The store has been designed to express Fred Perry’s renowned British style and features a contrasting palette of materials including matt black steel and reclaimed wooden cabinetry. An exposed brickwork feature wall has been fitted with clothing rails and bespoke units to display the brand’s collections, collaborations and its archival gallery, whilst a backlit polycarbonate wall featuring the brand’s signature laurel wreath works to separate the open plan shop floor with back of house functions, and compliments the long, narrow floor plan of the townhouse building.
Reclaimed timber display units have been selected to allow the retailer to be as flexible as possible. Bespoke furniture allows the brand the opportunity to reinterpret the layout to suit the display of different collections, as well as to host one-off events.
Fred Perry New York City is the latest addition in the ten-year design collaboration between the pair. Each Fred Perry store has been used to progressively develop the retail brand within a consistent visual approach through the use of bespoke finishes, artworks and archival galleries that add an authentic, individual character to each location.
BuckleyGrayYeoman was appointed in January 2019 to refurbish the building at 483 Broome Street by Fred Perry, completing design approval in November for the refurbishment of the building and landmark.