BuckleyGrayYeoman recently designed Fred Perry's international store in Bangkok Thailand. The Flagship store in the Thai capital is BuckleyGrayYeoman's first completion for Fred Perry since it was appointed Worldwide Retail Design Consultant for the clothing brand, and is the practice's first project in the Far East.
Fred Perry Bangkok extends the design language BuckleyGrayYeoman has successfully rolled out at stores in London, Cardiff and Munich, bringing a distinctively British sense of style, refinement and wit to Thailand.
The store has been designed with a calm, open approach to layout and a restrained material palette of concrete, black steel and wooden parquet flooring. Yellow tiles of the same type used at London Underground stations create a strongly coloured area towards the rear of the store, drawing customers towards the changing rooms and service desk.
"We wanted to bring a sense of Britishness to the Bangkok shop without plastering the walls in Union Jacks," said Paul White, Director in Charge of the project at BuckleyGrayYeoman.
"The design subtly combines the coolness of contemporary British culture with Fred Perry's sporting and cultural heritage. Every element of the shop has been refined and honed to communicate the quality of the brand, from the bespoke shelving and luminaires, to the stripe detail that runs at picture-rail height around the entire shop, which echoes the 'tipping' around the collar and sleeves that is the signature detail of the Fred Perry Shirt."
Custom-made shelving boxes run the length of the shop floor, creating a sense of linear continuity towards the back of the store. These boxes feature studded leather sofa seating, another icon of British style. In the changing rooms, photographs of sporting legend Fred Perry sit alongside images of the fashion brand's strong connection with the youth style-tribes of the last 60 years.