The success of our collaboration with Fred Perry relies on our agency-like approach, which not only considers architectural and design matters, but also wider issues of brand, culture, style and identity. We share a common interest in preserving a sense of authenticity in our output, at the same time as playing with new and innovative ideas.
We treat each store as an opportunity to sell more than just merchandise: they are created as experiences to promote a much deeper engagement with the Fred Perry brand. As a result, the programmatic scope of the stores is not just limited to retail space; they may also include performance areas, art happenings and pop-ups.
While some of the stores we have designed are based on a consistent architectural language and a kit of related parts, others are more bespoke to their local context, using the character and quality of ‘as found’ spaces as the driver for the concept.
