The consultancy was brought in following a recommendation and asked to create a concept for a space in the Metro Centre, Newcastle.
Steve James-Royle, The Yard founder and creative director says, ‘They wanted a new concept that moves their brand forward into a position whereby they had an environment that was classy,aspirational and timeless.’
Taking inspiration from the name of the store, which is Italian for textile, ‘we looked to create something around the idea of making textiles and creating clothing,’ says James-Royle, who wanted to add warmth to what would otherwise be ‘a very glossy and slick environment,’ he says.
A Harris Arm loom was obtained and restored before being set in the centre of the space with mannequins, so it can be used as a merchandise feature.
Above this, loom arms have been recreated, which support yarn running the width of the ceiling, where they trace back to spools behind the service counter.
To introduce warmth, James-Royle says the design ‘stays away from stainless steel and chrome’ and instead brushed brass has been used for signage poles and cladding.
Continuing this theme ‘red gum timber veneer’ features at the counter, shoe area and low level tables, while acoustic panels on changing room doors absorb noise and give a ‘texturised and tactile’ feel says Royle.
The changing room doors have leather covered handles ‘so nothing is cold to touch, and within padded Chesterfield stools have given brass inlays.’
The deign will roll out across six other stores in the north of England, starting with Liverpool in the new year, before being applied to new locations in the south of England, which are yet to be acquired.