Barber Design were briefed to create a new concept store for Jigsaw, where consumers would wish to linger, a space where local culture and style converge. Moving into a listed building in the centre of the historic Town Square, the store would bring some of Jigsaw’s creativity and vibrancy to Shrewsbury.

The concept was to design a store that would reflect Jigsaw’s brand ethos of Style & Truth as well as being true to Shrewsbury’s heritage. The store is located in a Grade II listed building and with a series of original feature windows that we decided to expose and enhance. These windows are now a key focal point in the store. They bring in abundant natural light from the back of the space welcoming the customer into an environment that focuses on the display of the garments and accessories through a mix of bespoke fixtures and vintage furniture.

The store contains a central cash desk in keeping with Jigsaw’s tradition, supported with a wall of carefully chosen heritage imagery to further elevate brand understanding. The design embraces the existing brick-lined architecture and intriguing layout, with plenty of nooks and spaces within spaces instead of a ‘white box’ approach. Brand personality is expressed through the carefully curated selection of art, books and salvaged vintage found furniture. The colour scheme has been deliberately limited to neutral grey tones allowing the product offer to pop, but fabrication has been treated with different finishes to include concrete effect walls and reclaimed oak floors to add texture and warmth to this 18th century building.

In a statement about the store, Terry Shay from Jigsaw described how pleased they are with the final results: “I have been in the business for a number of years now and this is one of the most impactful store designs I’ve seen. Barber Design have used the original architecture to the fullest and mixed it succesfully with contemporary finishes. Trade and interest has been strong from the moment we open the doors.”

Photography by Andrew Ward