A flagship, lifestyle men’s store for the influential British fashion brand on London’s Savile Row, which takes its inspiration from the streets of London.
Our design for Hardy Amies’ new ready-to-wear men’s store at 8 Savile Row takes its cue from the brand’s rich combination of heritage and modernity and seeks to express the diversity and energy of the city that created it.
Although famous as a coutourier for Queen Elizabeth II, Sir Hardy Amies, who founded the Hardy Amies fashion brand, was a Savile Row tailor with a flair for ready-to-wear men’s clothes. His choice in 1945 of a bomb-damaged Georgian building at 14 Savile Row, the epicentre of London tailoring, signalled the brand’s intent to be a part of the fashion establishment. But a series of groundbreaking innovations, including the world’s first men’s ready-to-wear catwalk show at London’s Savoy Hotel, demonstrated Hardy Amies’ uniquely modern take on classic British style.
The interior design for the new ready-to-wear men’s store therefore mixes abstracted references from the original Georgian headquarters, then adds to it textures that are taken directly from the streets of London, in a way that a flâneur, or city stroller, might absorb them. These include bespoke fixtures featuring materials inspired by the city, such as cobblestones, glass pavers, Portland stone and metal grating, set against a backdrop of cast plaster panels and London railings.
In keeping with the brand’s history of working with other brands and designers, the store also houses a curated area for Hardy Amies’ latest collaboration with clothing store Present and furniture pieces designed by iconic British designers.
Innovative and groundbreaking, yet firmly embedded in the British fashion establishment, the shop offers a contemporary take on a landmark brand.