gpstudio, the retail design consultancy with a specialism in creating and shaping luxury brand stories, has just completed a re-design of the Jewellery and Watch departments of British luxury goods brand Asprey’s flagship retail store on New Bond Street.

A historic jeweller and luxury goods house boasting a rich tradition of craftsmanship and quality, Asprey has become an internationally renowned name synonymous with refinement and elegance. The brand appointed gpstudio to refresh their key in-store departments, as well as reviewing the definition and presentation of the entire brand.

The refresh successfully brings together three generations of fixtures, inside one of the most recognised pieces of retail real estate in London. The designers carefully interplayed original Asprey antique pieces with the Foster + Partner designs to ensure that the new design retained the soul and credibility of the brand. Finishes of rich timber veneers, bronze detailing, leather work and hand-embroidered carpets bridge the gap between the heritage of the brand and its modern day conception.

gpstudio was the lead designer, working alongside Office of Light for the lighting design and Goodman Hichens as the main contractor. The new design was unveiled for the first time on 8 April 2013. Gregor Jackson, Partner at gpstudio, says, “It was very exciting to be given the opportunity to work on such a prestigious retail space and we felt it was vitally important to carefully blend the mix of old and new.”