Mark Pinney works on flagship Austin Reed store in Regent Street overhaul

Austin Reed is set to open a new flagship store on London’s Regent Street with design by Mark Pinney Architects.

The move comes as a host of retailers look to open flagship stores along the shopping street. Regent Street landowner the Crown Estate is encouraging an overhaul as part of its £1bn ten-year investment programme to focus the retail mix around UK and international brands’ flagship stores.

Mark Pinney Architects was brought in by Austin Reed in June, having been shortlisted against other groups.

Mark Pinney says, ‘They are looking to create a new image for Austin Reed – something that picks up on their heritage but gives them a more contemporary feel.’

The practice will look to instate a series of in-store graphics based on Austin Reed ads from the 1930s, found in the retailers’ archive.

Art Deco highlights will be included, according to Pinney, who plans to use ‘quite a lot of wood and decorative metal work’.

Other design details are being finalised, including the addition of a glass stairwell, chain mail hung from ceiling height and integrated technology which may include LED screens used in the purchasing process.

Austin Reed is vacating its current location on Regent Street to move into the new store, which is currently occupied by Aquascutum. Austin Reed’s current location will be taken over by Superdry.

Work on the new Austin Reed store is scheduled to start on 15 August and already a chain of moves has been set in motion ,with Burberry taking over an entire block previously occupied by Habitat, and Hollister set to move to a site being vacated by National Geographic.