Heidi Klein store, by Kinnersley Kent Design

2 - Three full-height windows feature full-height screens, resembling grand-scale domestic window shutters

Kinnersley Kent Design has created a store concept for swimwear and holidaywear brand Heidi Klein, which it says will “serve as a launchpad for the business’s next phase of international expansion”.

The new store concept is launching at Heidi Klein’s Pavilion Road store in London’s Chelsea.

Jill Higgins, partner at Kinnersley Kent, says: “Our main design evolution has been to move the interiors iconography away from a beach-inspired dressing towards a more refined, internationally-applicable glamour, with inspiration from the domestic interiors vernacular of a ‘Hamptons House’.”

She adds: “The store layout is therefore inspired by domestic zones: living room, bedroom, veranda and so on, which creates a more lifestyle-oriented environment and encompasses the growing breadth of the offer, including après-beachwear, menswear, childrenswear and a thriving accessories range.”

8 - Flooring throughout is in white oak7 - The interior greatment is white with accents of soft gold and sparing use of green palms to add freshness and vibrancy18 - A relaxed lounge area is located just outside the changing rooms11 - A perimeter table is inspired by the domestic feel of a hall console