Four IV has created the identity and interiors for the temporary Peter Jones department store, called PJ2, in London’s Chelsea.
The temporary store, for use during the main store’s four-year refurbishment, is located in a converted warehouse designed to create a light, spacious environment.
PJ2 will house furniture, carpets and electrical goods departments during the flagship’s £80 million renovation, designed by architect John McAslan.
The high ceilings and exposed brickwork and beams of the 1930s industrial building are the basis of Four IV’s designs. It aimed to retain the structure’s style but add the spaciousness of an exhibition.
Whitewashed walls and timber flooring create a warehouse feel, and industrial-style lighting complement the natural light from the large windows, most of which have sheer blinds.
To ensure customers are not intimidated by the space, Four IV has broken up the rooms with fabric and mesh dividing screens rather than walls to retain the feeling of spaciousness. To orient customers, it introduced vibrant colours to selected walls.
Four IV director Gregor Jackson says the new space sets off the furniture well. “The antiques in particular are highlighted by meaty wall colours, which show off their rich colours,” he adds.
Peter Jones, part of the John Lewis Partnership, hopes PJ2 will widen its customer base without alienating its existing audience, says Jackson. “The new location on [London’s] Draycott Avenue may attract a new breed of upmarket shopper,” he says.