VMSD - February 2018 - 14

THE GOODS

Portfolio:

S

pecialty apparel retailer
Jigsaw (London) likes to change
things up. Its stores - 87 in total
around the globe - are designed to
reflect their specific location and local consumer. Its 2500-square-foot store in London's
revitalized King's Cross development, with its
mix of retail, residential spaces, offices, restaurants and art galleries, was no exception.
Inspired by what Joe Evans, creative
director of global design agency Checkland
Kindleysides (London), calls a "more youthful, fashion-forward audience," the store's
design takes on a theatrical aesthetic that
emphasizes improvisation and functionality,
allowing the space to host social events and
product launches.
Fixtures, like a pink scaffolding tower for
displaying denim or a repurposed ladder plat-

14

february 2018

|

vmsd.com

form used for men's apparel and accessories
merchandising, are mobile (i.e., the scaffolding
was adapted during London Fashion Week as
a stage for mannequins, while the ladder does
double duty as way to maneuver lofty graphics
and product rails) and also lend a backstage
feel to the space. Plywood and leather box-like
fixtures transition from shelves to hanging
rails and accessory trays, while faceouts are
used to showcase specific products.
To further the backstage aesthetic, the
ceiling is outfitted with a theater gantry,
which also enables the retailer to use the
entire space to suspend merchandise, graphics and lighting. The darkness overhead contrasts with the stained timber flooring, spiffed
up with a bold geometric design. Fitting
rooms are wrapped in lush, velvet curtains,
while the contemporary, sculptural LED-strip

chandeliers pulse and change color in time
with the store's music.
"King's Cross is a melting pot of cultures,
and we sought to create a bold, vibrant color
palette mixed with timeless architectural colors that celebrate this energy," Evans says. "The
materials are simple, pared down and neutral."
Existing features, such as exposed brick
and concrete blocks, were salvaged to serve
as a simple backdrop, enhanced with a coat
of pale blue paint and topped with oversized
stage flats in pastel hues.
"All of the features come together to create
an experience orchestrated with the glamor
and energy of a theater or fashion show,"
Evans says. "The behind-the-scenes, temporary dynamic enhances the element of surprise, serendipity and discovery within the
store." - Lauren Mang 

M AR C US PEE L , LO NDO N

Jigsaw, London


http://www.vmsd.com

Table of Contents for the Digital Edition of VMSD - February 2018

Vmsd - February 2018
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Next Store
Peace. Joy. Windows
Life on the Road
Rapid Innovation
Speaking Intimately
Showroom
Ad Index
Checking Out
VMSD - February 2018 - BB1
VMSD - February 2018 - BB2
VMSD - February 2018 - Vmsd - February 2018
VMSD - February 2018 - Cover2
VMSD - February 2018 - 1
VMSD - February 2018 - Contents
VMSD - February 2018 - 3
VMSD - February 2018 - From the Editor
VMSD - February 2018 - 5
VMSD - February 2018 - Vmsd Editorial Advisory Board
VMSD - February 2018 - 7
VMSD - February 2018 - The Goods
VMSD - February 2018 - 9
VMSD - February 2018 - 10
VMSD - February 2018 - 11
VMSD - February 2018 - 12
VMSD - February 2018 - 13
VMSD - February 2018 - 14
VMSD - February 2018 - 15
VMSD - February 2018 - Next Store
VMSD - February 2018 - 17
VMSD - February 2018 - 18
VMSD - February 2018 - 19
VMSD - February 2018 - Peace. Joy. Windows
VMSD - February 2018 - 21
VMSD - February 2018 - 22
VMSD - February 2018 - 23
VMSD - February 2018 - 24
VMSD - February 2018 - 25
VMSD - February 2018 - 26
VMSD - February 2018 - 27
VMSD - February 2018 - 28
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VMSD - February 2018 - 30
VMSD - February 2018 - 31
VMSD - February 2018 - 32
VMSD - February 2018 - 33
VMSD - February 2018 - 34
VMSD - February 2018 - 35
VMSD - February 2018 - Life on the Road
VMSD - February 2018 - 37
VMSD - February 2018 - 38
VMSD - February 2018 - 39
VMSD - February 2018 - Rapid Innovation
VMSD - February 2018 - 41
VMSD - February 2018 - 42
VMSD - February 2018 - 43
VMSD - February 2018 - Speaking Intimately
VMSD - February 2018 - 45
VMSD - February 2018 - 46
VMSD - February 2018 - 47
VMSD - February 2018 - 48
VMSD - February 2018 - Showroom
VMSD - February 2018 - 50
VMSD - February 2018 - 51
VMSD - February 2018 - 52
VMSD - February 2018 - 53
VMSD - February 2018 - Checking Out
VMSD - February 2018 - 55
VMSD - February 2018 - 56
VMSD - February 2018 - Cover3
VMSD - February 2018 - Cover4
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