Fred Perry New York City opens

18 November 2019

Friday 15th November saw the opening of Fred Perry’s new international flagship store in Manhattan, where our design melds the brand’s British heritage with the iconic identity of New York City. The 700sqft space has transformed the ground floor shopfront of a historic building on Broome Street in Lower Manhattan, used for the past 35 years as an antiques dealership.  


The store will become Fred Perry’s North American outpost and marks a ten year design-collaboration between us and the renowned British brand. Together, we have completed stores in Stockholm, Seoul, Munich and Bangkok and Fred Perry’s own head offices in London. 


Our partnership with Fred Perry over the past ten years has given us the opportunity to form a close dialogue with the brand where each store has been used to progressively develop the retail brand within a consistent visual approach through the use of bespoke finishes, artworks and archival galleries that add an authentic, individual character to each location. 


Each and every element of this space has been designed to communicate the character of Fred Perry whilst responding to the building’s long and chequered history. Our approach celebrates the history of the existing building by exposing original features and modifications, leaving the layers of occupation visible, such as the exposed mosaic tiled flooring, and working them into the unique character of the space. 


The store has been designed to express Fred Perry’s renowned British style and features a contrasting palette of materials including matt black steel and reclaimed wooden cabinetry.  


An exposed brickwork feature wall has been fitted with clothing rails and bespoke units to display the brand’s collections, collaborations and its archival gallery, whilst a backlit polycarbonate wall featuring the brand’s signature laurel wreath works to separate the open plan shop floor with back of house functions, and compliments the long, narrow floorplan of the townhouse building.  


Reclaimed timber display units have been selected to allow the retailer to as flexible as possible. Bespoke furniture allows the brand the opportunity to reinterpret the layout to suit the display of different collections, as well as to host one-off events. 


The result is a space of confidence and character which highlights the brand’s culture and style and thoughtfully retains and reflects the history of the building.