GP Studio mixes old and new for Asprey flagship store retail designs

GP Studio has re-designed the jewellery and watch departments of British luxury goods brand Asprey’s flagship store on New Bond Street, London.

Asprey store interiors
Asprey store interiors

GP Studio was appointed to review how the Asprey brand was defined and presented, as well as to refresh the key in-store departments.

The consultancy worked with Office of Light for the lighting design and Goodman Hichens as the main contractor.

Asprey store interiors
Asprey store interiors

Gregor Jackson, partner at GP Studio, says, ‘It was very exciting to be given the opportunity to work on such a prestigious retail space and we felt it was vitally important to carefully blend the mix of old and new’.

Asprey store interiors
Asprey store interiors, which boast three generations of fixtures

The new look for the departments in the Asprey flagship, which was designed by Foster + Partners, aims to draw together the existing three generations of fixtures and fittings, while also subtly refreshing the store designs.

According to GP Studio, the concepts use the Asprey antique pieces and the Foster + Partners designs ‘to ensure that the new design retained the soul and credibility of the brand’.

Finishes include timber veneers, bronze detailing, leather work and hand-embroidered carpet, with the consultancy says aims to ‘bridge the gap between the heritage of the brand and its modern day conception’.

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