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Above: Custom-made
concrete boxes run
the length of the store,
creating a sense of
continuity between
spaces.
Left: The tiles on the
cashwrap counter mimic
the tiling of the London
Underground, one of
many British references.
Photos: Hufton + Crow
F
or London-based retailer Fred Perry, traditional English style and taste is anything
but pastiche. In fact, in the fashion brand’s
latest store in Munich, it is the abundance of
London Underground tiles, tea at the cashwraps
and iconic Brit refinement that remind those who
shop there that Fred Perry was a very English
chap who created a very British brand.
Bringing that homage to modern life has been
the job of Shoreditch, London-based BuckleyGrayYeoman, which completed the design of
the store in the vibrant Reichenbachstrasse area
of Munich (nearly three years after first teaming
up with Fred Perry to design its London headquarters). Director Paul White reflects that it
was the noise created around a distinctive reception desk—which echoes Fred Perry’s signature
logo—that led the architect from designing work
spaces to working on retail spaces.
“The attention grabbed by the reception desk
and a very good working relationship with Fred
Perry during the offices project turned into a
brief for its stores,” White says. “We worked on
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Table of Contents for the Digital Edition of DDi - July 2013