British heritage sportswear brand, Kent & Curwen has announced plans to open the brand's first concept store under the partnership of creative director, Daniel Kearns and business partner, David Beckham. The store will be located at 12 Floral Street in London's Covent Garden and is scheduled to open in Autumn 2017.
The store concept is being designed by Paris-based architectural firm, architecture & associe and will lead a new global direction for the brand. The design will focus on a central box constructed from aged metal and hand-blown green glass, styling detail inspired by vintage gymnasiums and traditional wood panelling re-invented as ceiling detail.
The signing of Kent & Curzen reflects the retail heritage of Floral Street and makes its ongoing repositioning as a fashion and lifestyle destination, anchored by Paul Smith at one end and Petersham Nurseries at the other within Capco's new Floral Court development.
'Floral Street has a genuine menswear heritage. I remember the buzz around the street in the early 90s when we all looked to Floral Street for what was new in men's fashion. It is exciting to see that buzz returning to the street,' enthuses Kearns.
'We are delighted that British heritage brand Kent & Curwen has chosen Covent Garden's Floral Street as the location for its unique flagship store. The signing evidences the strategic vision for our estate, focusing on best-in-class retail and enhanced customer experiences through the curated approach to Covent Garden as a retail destination,' adds Michelle McGrath, director of Capco Covent Garden.