Based in Covent Garden, on Henrietta Street, our second London store inhabits part of the former St. Peter’s Hospital, which is a 100m² space spread across two floors.
Drawing inspiration from a Japanese utilitarian aesthetic, the space has been designed by London architects, Studioprototype and showcases a distinct appearance linked to the brand’s cultural heritage. The project has been executed by Soma Build with joinery by Dan Preston and metalwork by Snakeskin Jacket, both from East London.
Flooded with natural light and a simple, clean colour palette, the interior is defined by expertly crafted natural and industrial materials. Assembled steelwork creates the fixtures and fittings, whilst open fronted birch ply boxes form a monolithic ‘denim wall’ displaying essential core product. Floor-length curtains conceal the fitting rooms; and smooth polished concrete floors juxtapose the workings of the exposed ceilings.
The utilitarian theme is continued to the stair enclosure where a diamond pattern wire mesh, stretched over rectangular panels leads to the lower level where birch ply wall linings create a horizontal datum providing a natural backdrop to the collection. Linear fluorescent tube lighting reinforces the utilitarian ambiance and neon artwork subtly brands the space.
The new concept echoes the essence of the store’s Central London surroundings and sits within the popular Covent Garden shopping district. The existing alterations service is available in store alongside all of the men’s and women’s apparel including accessories, collaborations and the ‘Made In Japan’ collection.
25 Henrietta Street
London WC2E 8NA
T: 0207 836 4108