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Brief Published: 16 May 2014

Jigsaw Emporium: Concept Flagship


UK fashion retailer Jigsaw is aiming to revitalise its presence at street level with a brand new flagship concept dubbed the Duke Street Emporium in London.

Designed by British creative agency Dalziel + Pow, the store is situated just 50 yards from the shopping mecca of London’s Oxford Street, but tucked away in the enclave of northern Mayfair. To befit its prime location, the destination has been designed as a multifunctional, multifaceted brand hub comprising the full line of collections, a shop-in-shop from The Shop at Bluebird (Jigsaw’s multi-brand avant-garde cousin, owned by the Jigsaw group) an in-store café operated by trendy London coffee house Fernandez and Wells, and art installations created by a suite of emerging artists.

“All areas have been designed under a very polished identity within the partly raw architecture to create a very distinctive combination,” David Dalziel, co-founder of Dalziel + Pow, told Stylus. “The total experience adds up to more than just a shop; more than merely transactional space, but something that can change brand perception; something energetic and compelling, but commercial, too.”

Trading on its commitment to the British creative scene, artists commissioned for the project include illustrator Nas Abraham and collage artist Hormazd Narielwalla, both based in London, and British installation artist Lynn Dennison. 

Artistic retail/brand collaborations are a growing trend for London-based projects. French fashion brand Celine’s new Mount Street store features a wealth of design details by Danish artist Thomas Poulsen (see Retail City Guide: London, May 2014). Louis Vuitton’s Townhouse in Selfridges includes installations by artists Barnaby Barford and Katsumi Hayakwa, while in 2013, British fashion house Alexander McQueen boosted its art credentials by sponsoring the London edition of the prestigious Frieze art fair. See also Luxury Store Beymen’s Cultural Kudos.

For more store-cum-café concepts, see Hybrid Stores, Guerlain’s Restaurant, Retailer-Restaurants and Debenham’s Food-Enhanced Flagship.