BuckleyGrayYeoman designs Fred Perry Westfield store
Architecture and design practice BuckleyGrayYeoman has created fashion brand Fred Perry’s new store at the Westfield Stratford City shopping centre in London around an ‘anamorphic artwork’ of Fred Perry’s laurel wreath identity.
The store project, follows BuckleyGrayYeoman’s design of Fred Perry’s head office in London’s Covent Garden, and a store in Cardiff earlier this year.
The practice is now working on a Fred Perry store in Munich, Germany, which a BuckleyGrayYeoman spokeswoman says will be based ‘on an English style café and also feature London Underground style tiling.’
In the Westfield Stratford City store, the wreath installation consists of 32 suspended brass leaves which collectively span the length of the store.
When viewed from the entrance, they align to form a complete wreath, which gives way to different perspectives as customers move through the store.
Viewpoint and scale are further explored at the back of the shop where, on close inspection what first appears to be a plain white wall reveals itself as a mosaic of white Fred Perry pin badges.
On the right hand wall of the store, graphic panels show fine detail photography of a white Fred Perry shirt close up.
In the changing rooms graphic panels show tennis star Fred Perry alongside ‘youth-style tribes of the last 60 years’ to show the brand’s resonance with youth- and sub-cultures according to BuckleyGrayYeoman.
Light-boxes illuminate footwear and accessories ‘creating lines that replicate the proportions of the contrasting “tipping” around the collar and sleeves that is the signature detail of the Fred Perry shirt,’ according to BuckleyGrayYeoman.
Principal materials are concrete, black steel and wooden parquet flooring. Products are displayed on eight concrete tablets, which create a 12m spine through the store and provides seating for customers.