Fitch to restyle Aquascutum flagship

Traditional British fashion house Aquascutum has appointed Fitch London to revitalise the interiors of its longstanding flagship store at 100 Regent Street.

A spokeswoman for the retailer this week confirms the appointment. ‘We’ve been in discussions with Fitch for a long time, but it’s too early at this stage to say more about [the brief],’ she says.

The London site has been home to Aquascutum since 1890. Rebuilt in 1927, and narrowly avoiding bomb damage in 1940, the store went on to absorb adjoining premises as far as 92 Regent Street in 1957.

Fitch London won the appointment after a four-way pitch and expects to complete its design work for the store next autumn. Aquascutum becomes the latest in a series of upmarket British clothing retailers that have recently sought to reinvigorate their brands through interiors work. Last year, knitwear label Pringle unveiled a revamped concessions concept as well as a second London store, both designed by Wells Mackareth (DW 20 January 2003).

Austin Reed’s London flagship on Regent Street also received a makeover by JHP last year (DW 28 August 2003).

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