Fred Perry HQ

London WC1X 0AA

  • Address: 37 Mount Pleasant, London WC1X 0AA
    Client: Fred Perry

    BuckleyGrayYeoman has completed a new headquarters building for Fred Perry, the iconic sportswear and street fashion brand founded by Wimbledon triple-champion Perry in 1952. The 17,500  sq ft HQ provides impressive surroundings for clients and buyers by bringing together a suite of showrooms, meeting rooms, an archive, gallery and event space which reflects the brands’ philosophy. The showrooms have been designed to allow Fred Perry’s new home to be 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.  

    An archive space displays Fred Perry’s collection of statement pieces from the company’s own production, as well as historic garments, accessories and footwear, collected to provide inspiration to the design team.  Archive items will be displayed in the on-site gallery space, with a rolling program of exhibitions planned.

    Fred Perry’s spirit of originality is present throughout the building, expressed through a palette of unpainted timber joinery, exposed brick and steelwork, raw concrete and black-lacquered steel panels. BuckleyGrayYeoman’s approach celebrates the long history of the existing building by exposing original features and modifications, leaving the layers of occupation visible and working them into the unique character of the space created for Fred Perry.

    The reception area was designed to express the renowned Fred Perry style. Along the back wall of the space, a feature wall with a supersized laurel wreath logo formed from sections of rolled steel overlooks the meet-and-greet spot. A low-rise concrete desk runs the length of one wall and a restored vintage Wurlitzer jukebox, filled with vinyl 45s selected to reflect Fred Perry’s musical heritage, has been connected to the sound system.  

    Short listed: Mixology Awards 2018, Medium Interiors
    Photo Credits: Dirk Linder