london: percival flagship store opening

© percival - a retail statement in soho

after operating a string of successful pop-up ventures, british contemporary menswear label percival raises its profile further, and this time with a flagship store in soho. the new store is located in a building that also accommodates the brand's hq and design studio, and features a contemporary, no-frills and slightly industrial interior with purpose-built furniture pieces with a quirky edge. the shop carries percival's full range of men's apparel, bags and accessories. the sculpture house, a newly launched program that commissions emerging sculptors to produce limited edition items of furniture, have collaborated on a specially commissioned piece that's set into the shop's parquet flooring. made from concrete in a british workshop, it mimics apersian rug and reflects percival's philosophy to fuse heritage and innovation in its designs. the brand's new shop also aims to interact with its following and has already planned a program of events for the near future. stay tuned! location: 43 berwick street [soho].

© percival - concrete rug design by alex chinneck for the sculpture house, the store's back section [top + bottom]