Jigsaw commissioned CK to create a new concept for their Westfield, White City, their first mall based store in London.

Just as Jigsaw opened their first store in 1972 ‘to sell stylish clothes in inspiring surroundings’ the store at Westfield, London has been designed with this in mind. We thought about how Jigsaw’s existing stores embrace the provenance of the building and work with what is already in place, curating the architectural character and history of the building. In a mall based store, the challenges are different, it’s about inventing the character (in the space) where none exists; creating an enticing contemporary architectural destination rooted in the Jigsaw brand values.

“The concept for the structure initially came from a series of pencil sketches, as an instinctive spatial response to the site. We looked at attributes of the space to create a unique singular architectural statement, which would provide a backdrop and experience that would resonate with the brand and customer. ” Joe Evans, Creative Director, Checkland Kindleysides.

The space itself features an 8m high store fascia – a dramatic blank canvas to create something really exciting. In the interior the ceiling height drops by half, which, in addition to the structural columns drives the shape of the interior to be more asymmetrical; a space that we could curate in the truest sense of the word, to create a landmark statement at Westfield. For inspiration, we researched contemporary British design, art and architecture; spaces, and forms that celebrate femininity. The craft of tailoring, fabric, structure and the making of clothes and to fashion; we imagined bold sculptural forms and the use of materials which create a language which feels both feminine and crafted.

This culminates in a strong curvaceous funnel form, which opens out like a bloom, framing the window and filling the space, drawing customers in. The streamlined slender wooden slats flow back the length of the store, creating movement, reminiscent of the atelier and the creation of toiles on a form or the boning used in the making of a corset – sculpting, shaping and enhancing, designing the space by making the most the existing spatial attributes. The form feels feminine, and the structure has a lightness, a delicacy, but with a great sense of movement – like the opening of a fan, or the blink of eyelash.

In making such a bold statement with this sculptural installation, we took a pared back approach to the design of the interior, cutting away apertures in the structure to provide framed canvases where products are displayed against the delicate aesthetic of duck egg blue walls, which enhance the femininity of the space. The signage for the store is created from individual illuminated letters suspended on a chrome trapeze, which hangs like a piece of jewellery behind the glazed façade. Behind the window display, selections of accessories are presented against the slatted timber wall. The customer’s eye is then drawn to the centre of the store and the main clothing collection presented on simple raw, blackened steel fixtures. Above, clusters of lights hang at different heights, like stamens in a flower head. A soft light also filters through the laths creating depth and a sense of light and shade.

Halfway down the store, the copper fronted cash desk is set against and deconstructed picture wall of brand imagery and curated moments partially eclipsed by the arc of the laths.

A large lightbox with seasonal imagery of the ‘Jigsaw’ woman can be seen from the entrance; creating a destination point at the back of the store, it creates a break in the space which provides a degree of privacy and a sense of another room beyond the divide. This is where further accessories and Jigsaw’s footwear collection is display as well as a relaxed seating area which also facilitates the contrasting stark white, modernistic fitting rooms alongside, standing out against the natural crafted timber structure in which they are nestled.

“Overall it’s the simplicity and warmth of the design. It’s a definitive statement. The boldness yet delicacy of the arch and tunnel is a truly exciting demonstration of design and engineering. A unique modern expression of the brand, a spirited design that creates a landmark store, not only for the brand, but also for Westfield, London.” Joe Evans, Creative Director, Checkland Kindleysides. “Westfield London has been a target for a while and we did not want to go in with something generic or vanilla. I believe with Checkland Kindleysides we have created a major statement, an architectural focal point that shows both the tradition and modern confidence of the Jigsaw brand.” Peter Ruis, CEO, Jigsaw

The 120m² store is located on the first floor in The Village at Westfield London.

About Checkland Kindleysides
Founded in 1979, we are one of the largest design consultancies within the UK. We specialise in the art of brand storytelling. We craft digital, graphic and 3 dimensional thinking, to create category leading brand experiences that have meaning, relevance and deliver extraordinary value.
Clients include: ASDA, Beats by Dr Dre, Barclays, Belstaff, Bentley Motors, Converse, Diageo, Fitness First, Joseph Cheaney, Nike, Levi’s, Sony PlayStation, New Look, Nixon, Pizza Hut, The National Lottery, The British Library, Timberland, Uniqlo, Virgin Atlantic and Wrangler.

About Jigsaw
The Jigsaw Group includes The Shop at Bluebird, the cult design-led fashion and lifestyle boutique on London’s Kings Road, as well as the Jigsaw portfolio of over 65 stores across the UK at the luxury end of the high street. The group has a growing international business including stores in the US, Dubai and South Africa.