Soft Moss styles von Furstenberg

Soft Moss has created interiors for 1970s fashion icon Diane von Furstenberg’s first UK store, which is scheduled to open in London’s Notting Hill on 1 September.

The store retains the brand’s ‘glamorous American style’, says Soft Moss creative director Mark Brown, but the group has injected a ‘bohemian feel’ in keeping with its Notting Hill location.

‘The interiors concept originated in the US but we’ve tailored them to suit London, and specifically, the Notting Hill market. In the US the [brand’s] stores feature a 1930s Hollywood style glamour but we’ve gone for a more bohemian approach,’ Brown says.

To represent the brand’s connections with the 1970s, windows will feature an underlit glass floor ‘reminiscent of a disco’, and ‘American touches like Andy Warhol prints’ have been introduced to reflect the brand’s ‘US character’.

The group was appointed without a pitch on the strength of previous work in ‘high-end fashion’, Brown adds.