Joseph feels warmth of Kitchen Rogers interiors

Kitchen Rogers has designed the interiors and furniture for fashion retailer Joseph’s latest London store, which is due to open in Westbourne Grove at the end of next month or early September.

The modular-based design of the £600 000 store features free-standing units ‘liberated from the walls’ and represents a departure from the more architecturally defined look of Joseph stores, says Ab Rogers, who worked on the project with fellow Kitchen Rogers partner Shona Kitchen.

Rogers describes the work as a ‘new look’ for Joseph and expects it to generate a flagship appeal. The consultancy’s fee accounts for around 15 per cent of the project budget, he adds.

A Joseph spokeswoman says the Westbourne Grove outlet is the largest of its stores to offer both men’s and women’s lines. She confirms Kitchen Rogers’ designs will be extended to a location in New York, which the company has acquired as its third shop in the city.

The concept is based on a pure white container, filled with linear planes that float and slice through the gallery-like space, says Rogers.

Walls of mirrors have been used to amplify the ’emotion’ of the space and its 3D qualities, he adds. An ‘oversized staircase’ has been introduced via a ‘slab in the floor’ to link the ground level and the basement.

The consultancy won the work in April without a pitch, on the back of work for the Comme Des Garçons flagship store in Paris.