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Following 2015’s successful partnership with sfd – creating a pop-up space in The Space, sfd’s Charlotte Street studio – British streetwear label Serge DeNimes again approached sfd to design and build their 2016 pop-up store in London’s Seven Dials. For the launch of their summer 2016 ‘No Noise’ collection, the brand sought a clean environment that would act as a showcase for the collection and other guest brands that would be stocked in the 820 sq. ft. space.

Met with a vivid red shopfront that respects the listed architecture of the area while providing an eye-catching impression, the customer is immersed in Serge DeNimes’ world upon entering the store. Using raw and industrial materials like spruce pine, concrete and untreated steel – with clean white finishes elsewhere – sfd designed a contrast between the interior’s starkness and the vivid shopfront. Large-scale imagery and lightboxes were then introduced, before finally adding foliage to soften the space and the Serge DeNimes product.

The product is the focus of the space, with the shopfit providing an arena that ties in perfectly with the Brutalist campaign imagery and the streetwear-influenced collection. Custom wayfinding and branding complete the temporary space, giving a feeling of consideration and intent. In the basement, two custom fitting rooms sit independently, occupying the space mid-floor. Framed pieces from the collection add to the impression of an art installation.

Opening to coincide with Serge DeNimes’ fifth anniversary, London Collections: Men – London’s bi-annual menswear fashion week – and the Seven Dials ‘Style Saturday’ shopping event, this pop-up is the largest project that Serge DeNimes have taken on. The brand trusted sfd’s experience, creativity and ability to realise a vision for the store. Working with young brands like Serge DeNimes – as well as large and international clients – is integral to sfd’s strategy as a major industry provider to British retail and a supporter of emerging brands.

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