PROJECT: Fred Perry
PRODUCTS USED: RECM3080 Relik Reproduction Reclaimed Oak Dryden
Buckley Gray Yeoman designed Fred Perry’s new, 2,000 sq ft London flagship store in Covent Garden to be as flexible as possible, giving the label the opportunity to reinterpret the layout to suit different collections on a seasonal basis, as well as host one-off events on the shop floor. It was shortlisted for a number of awards, including the SBID International Design Excellence Awards 2015, the AJ Retrofit Awards 2015 (Retail), and the Retail Week Interiors Awards 2015.
Laid out with a strong linear arrangement to emphasise the long, narrow floorplan of the Georgian townhouse and draw customers through to its heart with a sculptural representation of the Fred Perry laurel wreath using cut sections of mild steel angle iron, the design is a reflection of the building’s history. The timber panelling on one side of the store was based on the old walls found beneath. The original brickwork was left exposed and clothing rails and display units have been installed in the alcoves created by the structural features and chimney breasts of the townhouse. 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 store; stained oak is also used for the shelving and floors – their product of choice being our reproduction reclaimed Oak Dryden.