General Practice

Set up two and a half years ago by George Georgiou, General Practice was relaunched last year when he was joined by partner Ian Brice. The group has an unashamedly generalist approach to the projects it takes, often working with young, start-up businesses. ‘I don’t want to specialise. We do a lot of retail, some offices, bars, restaurants and exhibitions,’ says Georgiou, who previously worked for Dover Design, Axia and Fitch, as well as doing independent graphics and interiors work on the club scene. General Practice is now gathering speed, with their breakthrough store YMC, a deeply trendy boutique in London’s Conduit Street, where General Practice created a white, ‘organic vision on a limited budget’ and a sleekly stylish manicure salon Nails Inc on South Molton Street. A promising café concept for Rizla sadly didn’t go ahead, but they have just completed the New York deli-style artisan bakers De Gustibus in Borough Market – hopefully, the first in a chain. ‘It’s quite earthy. We’re trying to stay away from the very designed look,’ says Georgiou. He says his main concern is answering the brief ‘and if it calls for high design, then I’m right up for it’.

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