Reiss dresses up its London flagship store

Menswear retailer Reiss is relaunching its flagship London store and headquarters as a new landmark building for the King’s Road. Interior design and graphics are by Four IV, with architectural input from Stuart Lever.

The five-storey building is now focused around a ten-metre-high slot window extending from ground level to the third storey. It takes in two retail floors and the office of Reiss owner David Reiss.

The building also contains offices, design studios and a showroom aimed at international buyers. The retail element of the scheme reopened for trading last Saturday.

Led on the interiors side by design director Gregor Jackson, Four IV has opted for pared-back spaces using modern materials.

For the graphics, Jackson’s fellow design director Tony Blurton developed the existing Reiss identity “without change for change’s sake”. The consultancy has applied the identity in various ways, including putting it on new packaging designed for a new Reiss sub-brand, Accessoreiss.

Initially only applied to underwear packaging, the sub-brand may be extended to belts and ties. The underwear packaging adds a novel twist to the well-established “torso shot” route for men’s underwear packs. The packs also feature a “behind” shot on the rear of the brick-shaped boxes.

David Reiss is now considering which aspects of the King’s Road store redesign to roll out to his other five outlets.

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