Originally established 1994, the British fashion brand AllSaints Spitalfields has finally made its way to Chicago, settling in a one level, 11,000 square feet space with 42-foot high ceilings, on Michigan Avenue. Known for their vintage inspired clothing and accessories, their style rubs off on the store décor.
Inspiration for the store’s design comes from Isambard Kingdom Brunel’s designs, which can be seen in London’s Paddington and Victoria railway stations.
Sarah Lawrence, public relations and marketing manager for AllSaints, explains that the store is a globally conscious one. Sixty percent of the Chicago store is reclaimed artifacts – for example, four massive cashmere looms from Turkey hold clothing and accessories. Hundreds of other cast iron, vintage industrial machines, like printing presses and Singer sewing machines, are transformed into shelves and railings to display apparel. There are 800 sewing machines, an AllSaints signature design, in the front windows and throughout the store.
The Chicago store, located at 700 North Michigan Avenue, is the first to install projectors displaying moving abstract imagery and “look books” with models wearing AllSaints clothing. At night, projectors light the front wall and exterior of store, illuminating the sewing machines in the windows.
Numerous iPads located throughout the store, as well as one large “pod” system debuting in Chicago, allows customers to explore the online store; shoppers can search for online-exclusive items and purchase them free of shipping, Ms. Lawrence says.