British sportswear brand Fred Perry opens Bangkok store
London-based architectural practice, BuckleyGrayYeoman, has designed the Fred Perry project. Completed in 2014, the store was completed for British heritage brand, Fred Perry.
The store design is the award-winning practice’s first completion for Fred Perry since the British-based clothing brand appointed them as their worldwide retail design consultant in the spring of 2014.
Fred Perry Bangkok extends the design language BuckleyGrayYeoman has successfully rolled out at stores in London, Cardiff and Munich, bringing a distinctively British sense of style, refinement and wit to Thailand.
Paul White, director in charge of the project at BuckleyGrayYeoman, said: “We wanted to bring a sense of Britishness to the Bangkok shop without plastering the walls in Union Jacks. The design subtly combines the coolness of contemporary British culture with Fred Perry’s sporting and cultural heritage.
“Every element of the shop has been refined and honed to communicate the quality of the brand, from the bespoke shelving and luminaires, to the stripe detail that runs at picture-rail height around the entire shop, which echoes the ‘tipping’ around the collar and sleeves that is the signature detail of the Fred Perry Shirt.”
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. Yellow tiles of the same type used at London Underground stations create a strongly coloured area towards the rear of the store, drawing customers towards the changing rooms and service desk.
Custom-made shelving boxes run the length of the shop floor, creating a sense of linear continuity towards the back of the store. These boxes feature studded leather sofa seating, another icon of British style. In the changing rooms, photographs of sporting legend Fred Perry sit alongside images of the fashion brand’s strong connection with the youth style-tribes of the last 60 years.
The Bangkok shop continues BuckleyGrayYeoman’s series of large scale artworks incorporating the Fred Perry Laurel logo, with a feature wall in the shop window that features a series of concrete fins that describe the Laurel logo in relief.
The Bangkok ‘authentic’ shop is the fifth project BuckleyGrayYeoman has completed for Fred Perry. The practice has been commissioned to design another Thailand store in the new EmQuartier Mall in Bangkok towards the end of 2014.
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