Full Circle unveils flagship store at the Westfield Centre

Fashion brand Full Circle is to launch its flagship store at Westfield’s forthcoming shopping centre in west London next month.

Retail design consultancy Brinkworth, which won the business in April following a three-way unpaid creative pitch, has created what it claims is a revolutionary store concept for the World Design & Trade-owned brand.

The brand intends to mark the fashion label’s expansion into the ‘entry-level premium brand area’ with the launch of the flagship, according to Brinkworth director David Hurren. ‘As the Full Circle range grows in size and sophistication, it will need the visual language of its store interior to reflect that uplift,’ he adds.

Circular shapes figure prominently within the architecture of the space, explains Hurren, whose starting point was to create an interior that was a ‘literal interpretation’ of the brand name.

‘We created a floating white architectural box within the envelope of the space, cut away to reveal a dramatic optical illusion that, viewed from the shop entrance, appears to be a 6m-wide circular entrance to the fitting rooms,’ he says.

Furniture based on a combination of polished stainless steel, black-and-white marble and stone has been used to reflect the brand’s movement into the upper echelons of high street fashion retailers, explains Hurren.

The new store concept will be used across Full Circle retail spaces at Bullring Selfridges, Birmingham and London’s Westfield White City.


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