There’s no denying, VEJA is on a roll. In a short period of time, the pioneering sneaker brand with eco-friendly and ethical brand values has dramatically expanded its global retail footprint with new standalone retail spaces in Madrid, a second retail space in New York City, another store in Paris, and as of late, also in London. The French brand has secured a 137 sqm. (1,475 sq.ft.) space on the ground floor of an office building erected in 1987, and which sits smack in the middle of Seven Dials in Covent Garden. The interior design, a collaborative effort of VEJA with local, multi-tasking creative Deirdra Hodgson, features a similar understated and slightly raw aesthetic, albeit adapted and slightly tweaked to fit this location’s dimensions.

Taking centre stage is a large display volume crafted from natural stone bricks from France and featuring both recessed and mounted shelving. Mind you, VEJA opted for the natural stone bricks over clay ones because production is far less polluting. It’s flanked by window displays and a sales counter made from the same material, while seating comes in the form of a curved wooden bench. A nook of the premises is home to a shoe repair and cleaning station with a sleek stainless steel counter with a matching storage unit. Polished concrete flooring and an exposed ceiling sprayed with a shotcrete-like substance unify the store’s different sections. The new VEJA store carries the brand’s full range of men’s, women’s and kids sneakers and accessories. © superfuture.com