Last week, Joseph Cheaney opened its doors to a new store at Coal Drops Yard, London's newest shopping destination. Sitting at the heart of King's Cross, CDY is challenging faceless retail by providing an 'out of the ordinary' experience that goes beyond a place to buy.
Within the space, Checkland Kindleysides have created a transit inspired experience that immerses you into the original railway architecture. The store immerses visitors into the original railway architecture and feels like you're standing inside a train carriage.
Emotionally, the experience is designed to make you fall in love with shoes. Checkland Kindleysides wanted the space to feel rich, dramatic and evocative. Club like but not in a dingy way. Inspiration came from vaulted spaces - railway bridges, carriages, wine cellars. Essentially everything that isn't retail.
Like each of Cheaney's stores, the space at CDY is targeting a slightly different demographic - this time a metropolitan, younger, fashion forward consumer. CDY brings together an exclusive blend of like-minded brands that embody art, commerce and culture to attract an adventurous audience.
It's a concept that is equally British and equally now, setting an exciting future direction for the brand and establishing its presence among a younger and more diversified audience.
Photography: Marcus Peel