British ethical fashion brand, Bottletop has opened its latest store at 84 Regent Street. Marrying industrial design with contemporary art, Bottletop set out to create an entirely new kind of environment through the development of its flagship Regent Street retail concept; a concept that speaks to the heart of its values, collection, story and core materials – raw metal and certified Amazon zero deforestation leather.
Inspired by the sculpture of a can minus the ring pull created by Turner Prize winning contemporary artist Rachel Whiteread for Bottletop, a tongue in cheek play on the negative space of the metal not used in the Bottletop designs. Bottletop co-founder Oliver Wayman set out to expound and multiply this concept to create a metal canopy, which could frame and support the presentation of the collection and alter the sensation of the space; to enable the customer to truly feel like they had entered a new world – the world of Bottletop.
Wayman worked in partnership with award-winning, London-based architect Krausse to develop a 3D model of how this could look in the space and then set about carrying out the build. More than 2,700 cans were individually suspended in the space over a 10-day build, each individually treated and hung at length that were precise to the millimetre. Shelving is wrapped in certified zero deforestation leather from Sao Matheus Farm in Alto Floresta while consoles were wrapped in re-purposed sheet aluminium.
'For the first time, visitors to our store will be able to witness the sustainable use of this technology first hand while shopping the Bottletop collection and learning about the mission of the brand. This is so exciting for us as our customers can watch the transformation of the store, from a clean exhibition space to an upcycled ecosystem. Overhead hangs our trademark metal canopy, with thousands of cans embedded in to a 3D printed lattice structure suspended from the ceiling, which is a play on the concept of negative space, inspired by the British contemporary artist Rachel Whiteread. We might even install the original can sculpture that Rachel created for Bottletop in the store,' says Wayman.
The design vision for the space is completed by flooring made from upcycled rubber tyres, a bespoke in-store scent from renowned perfumer Timothy Han, and a series of bespoke playlists from record producer Mario C, the visionary behind Beastie Boys and Bjork recordings, who produced the Bottletop Band album featuring Carl Barat (Libertines), Matt Helders (Arctic Monkeys) and Gruff Rhys.