Lee Broom designs Coast flagship

Lee Broom has designed the first flagship store for fashion retailer Coast, which is opening on London’s Oxford Street.

Oxford Street Coast store by Lee Broom

The designer has already worked on a series of Coast concessions for House of Fraser and Bloomingdale in the US.

According to Broom these allowed Coast ‘to get their feet wet’ and ‘begin to reinvent the brand’ before he was approached in September to create ‘an elevated version.’ 

Ground floor
Oxford Street Coast store by Lee Broom

‘From an operational point of view’ Coast was looking ‘for a nice flow around the store, so it felt easy to shop, and an emphasis on the fitting rooms,’ says Broom.

He adds, ‘Often fitting rooms are small, or an afterthought. In the basement we have designed around the fitting rooms.’

Basement fitting rooms
Basement fitting rooms

Working to the £1m budget, Broom has looked to translate the brand’s ethos of ‘timeless elegant looks’ into the design of the 6000m2 space.

Signature pieces from Broom’s collections have been integrated, including his Decanterlights which are adapted to feature silver fittings rather then gold.

Basement stairs
Basement stairs

Dusky pinks with white and soft greys form a colour palette which has been applied to furniture including armchairs, upholstered in bespoke materials.

Architraving detail has been applied throughout the store to walls and fixtures ‘but in a modernised way,’ says Broom.

Ground floor
Ground floor

There is an emphasis on frames throughout the store, with two large illuminated frames at the entrance for customers to walk through, leading to a lit marble staircase which gives way to oversized mirrored panels that frame the collection and illuminate the space.

LCD screen
LCD screen

Broom says he has looked to create ‘a high-street version of the high end stores of Bond Street or Mayfair’.

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  • Emma November 30, -0001 at 12:00 am

    Interesting article but how can you publish pictures like this, really bad quality !

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