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International jewelry brand Links of London reveals its brand new store design at CF Toronto Eaton Center, Toronto, Canada. One of four stores spanning NYC and Toronto, the brand’s New York design team partnered with global retail design agency Sheridan&Co to develop the retail strategy and manage the rollout of creative concepts, ensuring that the vision translates across all of the Links of London stores. This work will culminate in September 2016 with the launch of Links of London Westfield World Trade Center flagship store in lower Manhattan.
Links of London is a 25 year-old British brand that sells accessible luxury jewelry for men and women, with an identity inspired by the wit, spirit and heart of London. The brand’s New York design team partnered with Sheridan&Co to reimagine the visual language of its retail environment that would celebrate London glamour and heritage in a way that reconciles the contemporary with the classic; quintessential British reserve with eccentricity and quirkiness. The aim was to conceive a creative solution that reflected the quirky image of the Links of London brand as well as its unique heritage, reviving its stores for the 21st century contemporary connoisseur.

As part of the strategic process, the designers explored the typical visual codes that define a classically refined yet quirky British look and feel. Kevin Lindberg, Sheridan&Co, comments: “We started by examining the architectural stylings of London townhouses. Intrinsic to the fabric of London, townhouses are layered with historical and architectural details. They are symbols of the culture, elegance and sophistication. From this we drew much inspiration, including rich wooden and marble flooring, beautiful and intricate moldings and a towering bookcase, inspired by libraries often found in these great homes.”
In order to tone down the imposing austerity of stately looking interiors and mix heritage with modernity, a number of carefully curated and quirky props were introduced for the ‘story wall’ that would enrich the Links of London brand story around its jewelry and inject a touch of eccentric British humor to the space. These included a bulldog statue painted in a herringbone pattern, framed prints of Union Jack clad animals, and a classic British tea set finished in the Links of London colors. Shelves were also decorated with objects that evoked the trappings of a worldly collector – subtly positioning the idea that Links of London is a global brand.

In addition, a number of furniture pieces were designed including a large centerpiece table comprising large polished brass and stainless steel rings, which echoes the design of the brand’s most iconic jewelry piece: the Sweetie bracelet. A long rounded polished marble floor with an illuminated cove defines the center of the space, while two curved display counters continue the fluid language and shopping experience behind the table.
Anchoring the sidewall is the Charm Bar – a beautifully detailed counter with curved legs that is framed by a large sleek mirror with embedded illuminated niches set in flush to the surface. Tall minimalist freestanding glass cabinets with polished stainless steel frames and a crisp illumination flank the Charm Bar and provide elegant encasement for some of the brand’s more exclusive showpieces.

Tucked in the back right corner is a small seating area, fitted with plaid upholstered lounge chairs and a bespoke cufflink inspired side table. The back wall of the space continues the use of mirrors with embedded niches and an illuminated logo as a way of bringing a contemporary contrast to the traditional details. Embedded in soft finished brass and crowning the top panels are the three words that both define the brand and explain the 3-ringed logo: “Love London Life.”
Kevin Lindberg continued: “Creatively communicating the curious contradictions that define the brand – the contemporary with the classic; the quirky with the conventional, the serious with the whimsical was an important factor in developing a revitalized retail design and identity that would appeal to the modern customer with refined taste. The design teams have conceived a retail environment that appeals to both taste traditionalists and traditional revivalists, striking an aesthetic balance that celebrates the classic hallmark British values of quality, craftsmanship and heritage; elements of which transcend time.”

The new retail design for Links of London CF Toronto Eaton Center outlet in Toronto, Canada, launched this summer, and echoes the design work also implemented within Sherway Gardens (Toronto) and the New York outlet in Time Warner Center, Manhattan, which opened in November 2015. Meanwhile Links of London flagship store in Westfield World Trade Center, New York, will open in September 2016.

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