london: paul smith store renewal

© paul smith

previously the paul smith furniture store on the corner of albemarle and stafford streets in london's leafy mayfair area, it has been expanded into the neighbouring building to become the new flagship for the neighbourhood. the fashion brand enlisted 6a architects to revamp the store façade and create a visual unity between the two premises, and now features features a bespoke, cast iron panelled front and regency balustrade which is set against distinctive black painted walls. interestingly, the design subtly incorporates designer paul smith's hand drawings, and combes the entrenched architectural traditions of the area with the modernity of the brand's own aesthetic. the lay-out of the expanded store now features three main areas, each with an individual look and furnished with a cherry-picked range of props. the women's section is spacious and elegant, and the design takes cues from the neighbourhood's art history.

the walls of the shoe department are decorated with thousands of dominos, and add a playful note. the men's area contrasts with a modernist and more graphic style that features custom-made organic wood furniture and fixtures have been by benchmark. the design is framed by an end-grain wood block floor and a black steel circular rail that displays tailoring. three full-length windows overlook a small courtyard  garden that has been spiced up with bright yellow-coloured panels. also available at the store are furniture pieces. these are presented in an open gallery with clean, modern walls and limestone flooring. the items include both original pieces and ones that have been revamped with paul smith fabric. coinciding with the reopening of the store is an in-store exhibition of home appliances, clocks and other products that german industrial designer dieter rams created for braun. hosted in collab with das programm, it presents a number of items from its vast collection [on through oct 7]. location: 9 albemarle street [mayfair].

© paul smith