British fashion brand Fred Perry launches new store in Munich, Germany
London-based architectural practice BuckleyGrayYeoman have 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.
Completed in 2012, 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 design 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. Adelto loves the the use of reclaimed lighting and furniture from London’s east-end, which has has been used throughout the contemporary retail store.
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.
The interior design includes custom-made concrete boxes that 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.
Images courtesy of Hufton + Crow
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