Brown Studio has just completed its latest collaboration with fashion brand Warehouse. Situated on Oxford Street, this flagship store builds on the latest concept and tradition of Warehouse as an urban loft gallery space. Drawing inspiration from the converted warehouses of New York’s Meat Packing district and Soho, the fabric of the building has been exposed and is the setting for the applied elements of the store. The authenticity of materials is key to delivering the loft warehouse experience.
The design of the shop front emphasises the historical roots of Warehouse. The lowered I-Beam element emphases the architecture and is a clear reference to the warehouse / gallery iconography. It sets Warehouse apart and evokes an urban industrial aesthetic. The double height atrium at the entrance to the store creates a flexible, gallery space that presents each season’s collection as a curated body of work. The architecture of the building is on show here and can be seen in the exposed brick, ceiling beams and angled sky light.
Below the mezzanine, exposed brick walls and rough rendered panels highlight the loft aesthetic. Lighting is kept muted to create the experience of a gallery space with pieces from the collection highlighted at key points along the rendered panels. The floor is kept minimal with distressed wooden floor boards marking a change of pace from the poured concrete of the atrium. A large industrial window wall spans the width of the store and forms the back drop to the till. This wall is a direct reference to the industrial warehouse. It is constructed from steel with unfinished edges which create texture and adds drama to the store while the frosted glass obscured the activities behind the wall. Behind this wall is the private stylist room. The stylist lounge contains a changing area and seating area so the customer can experience the full stylist service in comfort and privacy.
A stairs of metal, poured concrete and back lit glass leads to the mezzanine. On this level the premium collections are highlighted on bespoke hanging systems and frames. Again the rough render panels are on show with the addition of a concrete plinth containing uplighters adding drama to the collection on show. A second window wall marks the entrance to the lounge fitting room. This window wall links the language of the two floors and acts as a transition dividing the retail and lounge space. The fitting room has been transformed into a lounge space. With scented candles and comfortable seating, customers are encouraged to spend time here. This is where the customer based experience come into its own. A full service till within the lounge means that the customer can chose items and pay for them all with the comfort of the lounge. The design of this store allows Warehouse to realise fully the new store concept and offers the brand the chance to showcase Warehouse on a UK and world stage.
About Brown Studio
Brown Studio is a multidisciplinary interiors, architecture and retail design consultancy based in North London.
With over 15 years’ experience, our innovative team have the skills to deliver the most creative and effective design solutions for our clients both in the UK and internationally. We believe that every space has potential and our team of dedicated designers create spaces that are design driven and unique.