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Brief Published: 17 Mar 2015

Fred Perry Store Harnesses Heritage

Fred Perry, London

British fashion label Fred Perry has unveiled a new flagship store in London's vibrant, tourist-centric Covent Garden district, featuring an art gallery and brand archive display aimed at communicating its cultural heritage.

The ground floor of the 2,000 sq ft space houses the brand's full collections (men's and womenswear, footwear and accessories). Art exhibitions are hosted in the basement, while archived fashion pieces and other memorabilia, such as a restored jukebox, are on display throughout both levels. The overall effect is a physical and experiential homage to more than 60 years in the business, including Fred Perry's key presence at the heart of the UK's 1960s/70s mod culture, thanks to its cult classic polo shirt.

Currently on show at the gallery is an exhibition dubbed 'For The Record', which showcases vinyl sleeve artwork from independent British record labels. For more on Fred Perry's ongoing support for musical subcultures in the UK, see Music Meets Retail.

A hand-gilded Fred Perry logo on the store's back wall, designed by London-based traditional sign-writer Nick Garrett, further emphasises the value of heritage.

The store was designed by London-based architects Buckley Gray Yeoman, and combines the building's original Georgian aesthetic with additional timber and concrete elements, as well as freestanding iron and oak furniture that can be easily moved for in-store events and seasonal displays. For more on transformative store layouts, see Dover Street Market's Tachiagari.

For more on the evolution of the flagship, including the wider socialisation of the retail experience, see Evolution of the Retail Flagship: Hybrid Lifestyle Venues and Hybrid Retailing.

For more on the increasing importance of heritage and creating new fandoms, see Monetising Brand Heritage and 21st-Century Brand Archives. Also look out for Beyond Product: Rites, Rituals & Culture Clubs in our luxury-focused Macro Trend, publishing on April 7.