Project: Theo Fennell Boutique Store
Designed by gpstudio
Location: Burlington Arcade, London, United Kingdom
gpstudio studio shares with us their beautifully shaped design for Theo Fennell Boutique Store in Burlington Arcade. Discover more of their design after the jump:
From the Architects:
gpstudio, the luxury retail design consultancy, is to work with jeweller Theo Fennell to create a boutique concept store in a new space. The micro-concept is a two-floor space in Burlington Arcade which will act as a story-telling space for the designer.
gpstudio is creating an environment in which one-off pieces can be shown and where the stories behind each design can be demonstrated. The artefacts that inspired the work, along with quotations, letters, extracts from books and other ephemera, will be on show alongside the jewellery, allowing Fennell to show how he creates his pieces, from inspiration to finished article.
Alongside these one-off pieces, which will bring some cutting-edge to the off-Bond Street shopping arcade which has itself been undergoing a radical transformation following substantial investment, will be more accessible pieces arranged across two storeys.
Gregor Jackson, founder and partner at gpstudio said:
“The space that Theo has taken may have been tiny, but that makes the design challenges it presented all the greater. We wanted to use the store to tell Theo’s story and to create a concept space that would take customers inside his mind. While we wanted to maintain the mystery of his design process, because there is a magic that we wanted to preserve, we also wanted customers to leave not just with an amazing piece of jewellery, but also with its story – the tale that lies behind each design.”
Work will commence on the Burlington Arcade space in June 2012 and the store will open for the first time in August.
Theo Fennell added:
“Being a designer myself, working with likeminded people who share my vision is vital to the approach I take to retail spaces. Every piece I sell is something I have created. So my spaces are always a partnership. gpstudio manages to interpret the brand’s style and ethos as it’s expressed through our jewellery and to translate it into our stores.”
gpstudio has worked with Theo Fennell for the past 6 years, acting as brand guardian, and has worked on projects that have involved flagship and international concessions and wholesale.