A new look for British retailer Russell & Bromley.
Known for their heritage and craftsmanship spanning decades, Russell & Bromley were keen to celebrate their quintessential Britishness with a new look for the opening of their Hampstead store in London.
Fortunately, having worked with the team since 2019, we knew exactly what design concept would work to elevate the unmistakable Russell & Bromley brand and 'celebrate the exceptional in the everyday'.
The concept we came up with was derived from the 'London village' aesthetic that Hampstead epitomises. Pretty boutiques with appealing shop fronts in a traditional conservation area. This was to be the first of the new concept stores to open and so held a particular significance for paving the way for future openings.
Pared back and elegantly presented, the goal was to fit seamlessly into London village life. We focused on subtle yet clever story-telling design details throughout to create an appealing shop front and interior that would sit perfectly within the traditional conversation area. Attention to lighting was crucial in accentuating the key design elements and product and is the result of working closely with Shoplight, a UK retail lighting design specialist.
The Hampstead store stands out for its soft and tactile finishes of clay pitter renders, coloured concrete with polished brass highlights and linear shelving. A sculptural cluster of mindfully curated mid-level shelving artfully display the signature shoes. This architectural approach to positioning display elements lets the beauty of the original Hampstead building shine through. The imperfections and historic features of the building, made up of two shopfronts combined into a single store, are clearly visible and bring a delicacy to the environment.
We like to think that the new store balances softness and heritage, resonating from both the building itself and the craftsmanship of the shoes, exceptionally well.
Dave Dalziel, partner at Shed, says, “Our partnership of five years with Russell & Bromley has been a journey of evolution as together we navigated the ups and downs of the high street and now present a new design vision that’s befitting of the retail landscape today. Russell & Bromley is a stalwart of British fashion, with a heritage spanning decades, and we’re celebrating this through the new design concept. Craftsmanship combined with delicacy for a new type of intimate boutique.”
George Williamson Head of Estates at Russell & Bromley adds, “The launch of this new Hampstead store is an exciting milestone for the Russell & Bromley brand. The unique, conceptual design of the store created by Shed, reflects a new blueprint for how the brand will now be conveyed. This is particularly important as we plan for further UK expansion and overseas growth, knowing that design will play a crucial role in how our brand is perceived and embraced in new communities.”