london: patta store opening

© studio lili / photography: louiza mei king

patta is in retail expansion mode again. only four years after its co-owned multibrand store concept precinct 5 in downtown amsterdam failed to fully bloom – and let's not forget the pop-up ventures on either side of the big pond . it's once again focusing on sustainable growth through additionall brick an mortar presence. the owners picked london's flourishing retail arena to test the water, and given the brand's loyal following in this neck of the woods, we're pretty sure it'll be a successful venture. patta strategically chose a location in soho, very much the hub of leading names in streetwear in the british capital, and tapped amsterdam-based designer lili de goede to create a matching retail setting.

referencing the design codes as laid down for the original store in amsterdam's red light district, the setting is minimalist with a slight utilitarian touch that's captured by scaffolding rods used to create an elongated display-cum-clothing rack. directly opposite, there's more shelving, but in a contrasting sleek form, created from white powder-coated steel, presenting the patta t-shirt collection. the flooring and a single wall section, are made of plywood boards, and mildly balance out the overt brightness of the store's palette. mind you, even the sales counter is all-white, although it's embellished with an integrated glass display case. the new patta outpost stocks the brand's full range of merchandise, including the rotating range of collab items. location: 6 silver place [soho].

© studio lili / photography: louiza mei king