store front and lead you into the equally outstanding retail interior.
Mostly cream, the store is refreshing, quirky and considered. A huge, elegant wardrobe style, display cabinet stands at the store’s centre with doors open displaying the fabulous Academy of Flowers product range. To either side, standmore cream, display tables and shelves, all with equally exquisite branded merchandise on offer, plus other well sourced unique items. To the left an enormous, glitteredmoose head is hung high above the store’s cabinetry and casts an eye downwards to its subtle yet striking surroundings. Further fun is conveyed with full size silver birch tree trunks rising up to the lofty ceiling heights. To the right a huge, ornately carved woodenmirror is hung over the very discreet till.
This is a store with a difference that has a very relaxed and homely feel, where nothing is compromised and attention to detail is everything!
Design: The Imagination Group
Rough and smooth at Joules Joules is a classic British brand,much suited to country living offering country style clothing with a twist – a pink wellie boot says it all! Good quality, wellmade fashion lead pieces in vibrant colours and patterns replace previously dull, country classics. Their first stand alone store in London has successfully combined the hand crafted, highly detailed elements of the product with a rawness that only the countryside contains. These swanky new premises within the newly opened St Martin’s Courtyard, London with an eightmetre high glass facade sites Joules aptly within the city.
Designers, Checkland Kindleysides, have plentiful experience in creating shining retail emporiums and here they have done it again. They havemixed up the rough with the smooth, the sleek and chic with the industrial and crude, and brought together old and new with ultimate precision and sophistication. Throughout this new store a careful orchestration of forms,materials, textures and colour demonstrate the brand’s inherent quality through detailing and craftsmanship.
Solid woodblock flooring in a herringbone pattern sets the scene. Following in this country house style,matt painted wood panelling creates a subtle backdrop for the vibrant clothing. An exquisite silk screenmural depicting the British Isles through a series of signature haremotifs decorates the stairway. It was created by Barcelona based UK artist, Patrick Thomas and commissioned by CK.
16 sdea directory of shopfittings and display
www.shopdisplay.org
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