london: warehouse store renewal

© checkland kindleysides

british women's fashion label warehouse has redefined its retail format to match its rebranding and conquering of foreign markets, and the first boutique to have been transformed is on london's argyll street. the store occupies 251 sqm. [2,702 sq.ft.] set over two floors, and features a collab interior design by its brand consultant alasdhair willis and creative agency checkland kindleysides. the aesthetic is inspired by warehouse's brand mission entitled warehouse curates the city, and presents an understated, layered, and last but not least, eclectic palette of materials, including concrete, steel and glass. the result looks as an extrapolation of the street environment as a whole, and its energy and buzz in particular, providing a perfect urban backdrop for the new warehouse collections.

lighting also plays a pivotal role in the design, notably captured by chunky lightboxes that mimic the blue skies outdoors, and form a mosaic strewn across the ceiling, guiding shoppers further into the store. another striking feature is the single run cast concrete staircase that connects the two floors. in a very contemporary way, the new warehouse retail concept goes hand in hand with a strong digital presence, this is evident by specially created digital content showcased on screens located at the entrance and back of the store. the new warehouse retail concept will be rolled out next across the u.k and abroad. location: 19-21 argyll street [carnaby street].

© checkland kindleysides