布林克沃思设计的弗雷德·佩里专卖店丨英国伦敦

Although already operating an outpost in the buzzing Soho shopping district of the British capital, Fred Perry has inaugurated a second retail space just a few blocks away. Occupying two floors of a 19th-century building which was previously home to BYREDO’s first store in the city, the London-based brand once again collaborated with local design practice Brinkworth to create a setting that not only befits its perennially youthful aura. The design takes inspiration from rich musical, artistic legacy, and all the subcultures that have rooted in the lively Soho neighbourhood, while also retaining elements of the existing store design. Aligned with all of the aforementioned is a concept themed as BIG Sound, an architectural expression which captures sound a crafted element of the space.

As such, a number of design features take cues from vinyl and music culture, shaping the store’s atmosphere, while also simultaneously echoing the rhythm, energy, and heritage of Soho and Fred Perry. Notable fixtures that reflect this include classic speaker cabinets, with Friendly Pressure providing bespoke audio equipment to soundtrack this new space for all occasions, and elements that reference the 100 Club, a legendary live gig venue on Oxford Street and a longtime Fred Perry partner. The ground floor sees a minimalist backdrop of glass blocks, wooden panels, which tie in with the cluster of displays and window display area, and terrazzo flooring. Additional furnishings and fixtures include glass-covered displays and suspended clothing racks.

The glass bricks are overlaid by tiered shelving displaying Fred Perry shirts, the brand’s most iconic garment. A giant tennis ball as a base of the staircase leading to the first floor adds a whimsical note to the setting. Fred Perry‘s iconic logo, the laurel leaf, adorns the window in enlarged, neon form. Upstairs, a light-filled setting presents more apparel interspersed with artsy, brand-inspired installations. Additionally, an archive wall and exhibition-like setting provide shoppers engaging brand storytelling through digital and static graphics, light boxes and archival products. The new Fred Perry store stocks men’s apparel, accessories, and shoes. © superfuture

Designed by ：

Brinkworth

Images © Brinkworth

Photography: Louise Melchior