Fred Perry unveil new shop and gallery, Covent Garden, London
London-based award-winning architecture and design practice BuckleyGrayYeoman has designed the 9 Henrietta Street project for British fashion label Fred Perry. Completed in 2015, the new store is located 9 Henrietta Street, Covent Garden, London, England.
The 2,000 sq ft shop is the latest in a series designed by BuckleyGrayYeoman in a long-running collaboration with Fred Perry that saw the practice formally appointed worldwide design consultant for the clothing brand in 2014.
9 Henrietta Street showcases garments, accessories and footwear from Fred Perry’s ‘authentic collection’ for men and women alongside the Fred Perry ‘reissues collection’ of classic garments inspired by the company’s archive. The shop has been designed to allow Fred Perry’s new home to be as flexible as possible, giving the brand the opportunity to reinterpret the layout to suit the display of different collections, as well as to host one-off events on the shopfloor.
The shop is complemented by a gallery space in the basement of the building, which will open with an exhibition of 7-inch vinyl single sleeve artwork from records released by independent record labels from across the UK.
Occupying the ground floor and basement of a Georgian townhouse, a stone’s throw from Covent Garden Piazza, 9 Henrietta Street sums up Fred Perry’s pin-sharp style and quiet confidence. High quality, self-finished materials are used throughout, creating a refined, tactile space that is full of texture and character.
The shop front has been upgraded with a leaded window that echoes the heritage of the street and features hand-gilded signage by artisan signwriter Nick Garrett.
BuckleyGrayYeoman has laid the shop out with a strong linear arrangement that runs from front to back and suits the long, narrow floorplan of the townhouse building, drawing customers through to the heart of the space. Bespoke display tables made of mild steel angle iron with stained oak tops sit on a central mat of engineering bricks that runs the length of the shopfloor and is surrounded by
stained oak flooring.
The layout of the shop is deliberately open plan and other than the service desk and changing rooms, there is no fixed furniture, the designers opting for free standing units that can be reconfigured for new collections or one-off events. The brickwork of one of the long walls has been exposed and clothing rails and display units have been installed in the alcoves created by the structural features and chimney breasts of the townhouse. On the opposite wall, timber panelling with a subtle pattern of mouldings that evokes the Georgian heritage of the building sits behind bespoke mild steel display cages.
At the heart of the shop, the mild steel service desk sits next to a vintage Wurlitzer vinyl jukebox, filled with singles nominated by Fred Perry’s fans through social media. Behind the service desk a video screen will show work by film makers such as Don Letts who have documented the youth subcultures for which Fred Perry clothing has been an essential part of the uniform.
Images courtesy of BuckleyGrayYeoman
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