HL Studio works on new store as Boxfresh returns to the High Street

HL Studio has created designs for a new London store for retailer Boxfresh, which will see the brand’s return to the High Street.


Boxfresh, which formerly operated a flagship store in Covent Garden, currently sells online and through concessions, but is set to open a new store in Box Park, a new shopping mall concept opening in Shoreditch, London, next month.

Appointed by the Pentland Group which owns Boxfresh, HL Studio creative director Emil Leon says the challenge was to translate the idea that ‘Boxfresh is an online brand but with its roots in the streets of London’.

The Box Park development is being constructed from shipping containers – each occupied by different brands.

Leon says, ‘It’s a restricted space that around half of the tenants are using as a marketing tool, for promotion – in the way a pop-up shop would, but the other half are using it to sell.

‘We’ve tried to deliver something with a large volume of stock and variety on display,’ he adds.

This means footwear is displayed along one side, hanging apparel on the other and there is the opportunity for ‘connectivity and interaction in the middle area,’ according to Leon who says screens may be brought into the space. 

Recognising that ‘the brand is growing up’ Leon says the consultancy has looked to bring together a ‘streetwise metallic industrial’ look with ‘natural and rustic softwoods’.

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

    I with your designers good business in this new development.

    However please note that the developers are threatening legal action against a similar development (i.e. using shipping containers) in the smashed center of Chistchurch, New Zealand.

    Our Re-Start mini malls will open this Saturday in the City Mall (a street mall) where most buildings have been demolished since the 22 February earthquakes.

    This will be the 1st part of the CBD to reopen since that day.

    I am not a developer or even a great shopper – but these mini-malls must open to allow citizens to start re-entering and re-establish our city centre.

  • Ash F November 30, -0001 at 12:00 am

    You cant go wrong with Emil Leon, he always does a great job!

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