Versatile Apparel, Covent Garden, London 2011

FLAGSHIP STORE DESIGN

The brief was to create a shop design that would reflect Versatile Apparel's label. VA is a premium fashion brand. Clothes are designed in London and made in Italy.

 

The store design was inspired by Ancient Roman architecture, art and culture. Display units create a pattern found in Ancient Roman paintings. Those paintings would often shown feasts and parties that influenced in the creation of 3 metres long 'party' table made out of Corian and glass, showing an interesting way of displaying jewellery and small leather goods. The floor tiles were laid according to a pattern found in Ancient Roman houses too. The colour scheme is clear: white design enhances the stock and with the aid of special RGB lighting it is possible to enhance and create different moods and atmospheres in the store. It also features a lighting strip that is guiding the customers throughout the store. All the lighting was fitted by Flos.

 

The flagship store is contemporary in its structure and brings the shopping experience into a new level: oversized fitting rooms (each one of them is over 5 sq metres) are fitted with a swivel mirror and a mirrored wall giving the customer the opportunity to see themselves from all angles. To make the experience more unique, the fitting rooms have a comfortable chaise longue and a table that we designed; as the rest of the store these items of furniture were inspired by Ancient Roman pieces.