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Dalziel + Pow has created a new brand identity, store design, packaging and art direction for Savile Row country and equestrian bespoke tailor, Bernard Weatherill, part of the JMH Group. The new 150sq m store, which opened in


July, creates a very distinctive retail identity for the brand, combining traditional vintage shopfittings in a clean contemporary space. Strong colour, eclectic furniture and premium materials are used to create a unique home for the brand. From the street the store presents a


typically Savile Row restraint, with a hint of the product on offer in the form of a full size sculpted horse. The space is divided into clear zones internally – Menswear, Womenswear and Accessories –with a generous fitting area towards the back of the store. The fitting rooms are four times the size of a fashion store equivalent, allowing for the measuring and fitting of the bespoke tailoring. The floor is generally limestone with a


coir matting to the service area. Zones are again emphasised, with traditional rugs to each ‘room’. Ceilings are wallpapered in a bespoke hand printed paper applied to simple planes, that further defines the spaces. Shopfittings are a combination of new


minimal blackened steel wall frames and reclaimed, renovated antique furniture. The fashionably eclectic mix of styles and periods suits the heritage of the brand and introduces a new fresh outlook for the future. Packaging reinforces that heritage with traditional print techniques used on exquisite materials. The store will officially launch this


month, with the introduction of the new season’s stock and advertising campaign.


Contact Dalziel + Pow 020 7837 7117 www.dalziel-pow.co.uk


A touch of class Dalziel + Pow makes its mark on Saville Row


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www.a1retailmagazine.com


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