Next to continuously redefining the necessities of travel, Away also meticulously communicates about its innovative merchandise through contemporary retail environments. The New York City-based travel brand has taken to curated retail spaces early on – initially through a string op pop-up stores, but later followed up by standalone boutiques. After launching four Away stores stateside, the company has returned to London to open its first permanent outpost abroad in the popular downtown shopping area of Seven Dials. The store occupies a 222 sqm. (2,390 sq.ft.) redeveloped ground floor unit of a red brick building. The interior design, developed in-house, is clean and simple, and in full compliance with Away‘s brand values. Pristine white walls are paired with wooden planking in a grey hue, and adding a local flavour to the design is a colour-infused mural installation by artist Jo Hummel-Newell. The layout of the store was designed to guide shoppers as they build and customize their travel product of choice. The new Away store presents the brand’s full range of suitcases with built-in USB and other smart innovations, interior organizers and accessories, in addition to a curated range of other travel products.
Away
9 Earlham Street (Seven Dials)
London WC2H 2LL
Mon-Sat 11-6
Sun 12-5
Publishers Note
Just to be clear – superfuture® is a design blog and not a political commentator. No surprise there. The scope of our content has always been global and borderless, however that can often mean covering projects in countries where we will not agree with the politics or actions of those countries. In a world that’s as screwed up as ever right now, the focus of our support is to those designers, architects and other creatives who aim to make the world a more liveable one – as opposed to people that try their hardest to destroy it. So if a project hits our desk and we like it based on its design credentials, we may choose to publish regardless of its location or creators nationality. superfuture® has always been inclusive and hopes for all current wars, aggression, violence, hate and extremism to end.
