Fenwick Bond Street
The major redesign and expansion of Fenwick’s flagship store on London’s New Bond Street reinstates the 120-year-old department store as a fashion haven on one of London’s chicest streets whilst maintaining its intimacy and quirky charm. The designers have spent the last three years creating stunning new spaces, fixtures, fittings and finishes across five floors, each with its own distinctive mood and style. J J Fenwick opened his ladies’ tailors at 63 New Bond Street in 1891, just as ‘department stores’ were emerging in Paris. Since then adjacent buildings of varying styles were acquired and merged. They retain the scale and footprint of the originals, giving the store its charming and quirky feel. The stores expansion and complete refurbishment increased trading by 20% to 71,500sq ft. This puts the escalator core central to the store on all floors for the first time giving customers a clearer understanding of the layout and an easier shopping experience. The 5 floors arranged as follows;- Lower Ground - Menswear, Gifts, Childrenswear, Cafe Ground - Beauty, Fragrance, Accessories and Lingerie First - Ladies Fashion and Shoes Second - Designer collections, Beauty Treatment Rooms, Restaurant Third- Young Fashion, Affogato bar, Personal Shopping, Ladies Powder Room The brief was to create a distinctive environment that refines the understated individuality of the store. The design must delight and surprise the store’s predominantly female customer profile without alienating the male customer. This was to be achieved with in the complexity of the existing store, unifying the old with the new. The vision for the store was to create a 21st century elegance with clean contemporary spaces using refined quality materials and relaxed muted tones. The designers worked closely with Fenwick to re-interpret the store’s heritage in a new and delightful way. The store and the product now come alive in elegant and welcoming new spaces all warmly lit by contemporary and vintage chandeliers, pendants and carefully considered lighting solutions. Fabulous furniture from mid century modern classics to the hippest contemporary pieces lend a luxury domestic feel, with Objet D’art adding the final touches. Mary Portas – Telegraph magazine 24/07/10 “I have fallen a little in love with the new Fenwick, a new model for the 21st-century department store.” Main features at Fenwick Bond Street: GROUND FLOOR In the jewellery department on the ground floor the designers have created a buzz with their sparkling detailing: jewellery by leading contemporary designers sits on white gold mosaic counters and polished stainless steel display cases, set into a silver leaf wall. Customers can browse with ease in the accessories and leather room where there’s an eclectic mix of contemporary cool and classic elegance: an over-sized white gloss ceramic chandelier by Jaime Hayón, illuminates an imposing bank of slender, curve-ended tables in high gloss white lacquer interspersed with the mid-century modern furniture by Knoll. In the beauty and fragrance hall, glamour takes centre stage: beauty products are positioned on internally glowing tiered acrylic tables and étagères in polished stainless steel and glass. The subtle design blurs the boundaries between the beauty and lingerie departments, creating a seamless journey between the two. The lingerie department is dreamily romantic, warm and sumptuous: the area is cocooned in halo-lit white voile drapes, and the palest oyster grey gloss lacquered wardrobes act as a backdrop to the lingerie. Meanwhile, a stunning Barovier & Toso gold Murano glass chandelier hangs below a gold leaf dome. In the lingerie fitting rooms carefully selected colours and materials to create an intimate boudoir feel: each fitting room has individual lighting and wallpaper in bronze and taupe, and velvet and voile curtains cosset customers in an atmosphere of timeless femininity. 1ST FLOOR This is the heartland of the store and hosts Fenwick’s most popular fashion and footwear brands. The interior has a crisp, contemporary look, using floating halo-illuminated white wall panels as a backdrop to the product. 2ND FLOOR Designer fashion is presented in generous open space with the feel of a contemporary art gallery. The theme is understated contemporary luxury, with delicate rails offset by leaning gloss white lacquered panels and cutting-edge furniture from the likes of MDF and pendants by David Weeks. The Corner Room makes the most of the building’s period assets: the original timber mouldings have been exposed, as have the curved French windows with their views onto Bond Street all contrasted by a vintage sputnik light, and furniture by Edra and Tom Dixon. The mood becomes more luxurious in the Italian rooms as customers step off the limestone onto sumptuous taupe carpet surrounded by polished plaster walls and fashion rails running across views of Bond Street. The furniture is sophisticated and classic contemporary. 3rd FLOOR Fenwick call this bold design for the young contemporary fashion department, ‘Barbie industrial’ with the services and structure exposed and painted white or foil clad. Theatre spotlights are matched with whimsical pendants by the likes of Ingo Maurer and Puff and more drastically with oversized mirrors balls hovering over the escalator. The walls have been either left raw or as white painted ply, large gloss white ceramic tile, or finished in quirky wallpapers. The floor is a glistening poured white quartz resin. The feel is contemporary eclectic boutique with a relaxed disco anarchy. The third floor product is presented on an eclectic selection of bespoke fixtures in gloss white and polished stainless, intermingled with the hippest of furniture and lighting: -contemporary tables and seating by Patricia Urquiola, Established & Sons, and Porro. The ladies’ powder room is an exercise in deluxe pampering: the silk wallpaper by Fromental features a hand-painted Chinoiserie motif. Dressing tables in burr walnut with bevelled glass mirrors, and a large oval ottoman upholstered in fuchsia pink velvet. In the ladies’ washroom the mood is warm tranquillity; the vanity unit is polished limestone with stunning backlit mirror etched with birds and flowers from the wallpaper motif.


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