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  • Coast Coast celebrates everyday glamour with new retail store concept
  • Project: The light of Sicily shines in the new Dolce & Gabbana boutique in Aoyama, Tokyo

Project: English Cut

Design: Campaign
Opening date: November 2016
Store size: 70 sq m

British tailoring brand English Cut opened its first stand-alone store towards the end of 2016 on Marylebone's Chiltern Street in London with a muted, minimal interior by Campaign Design (the agency behind Selfridges Designer Studio and Phillip Lim, among others). The 70 sq m retail store is split across two floors and offers a made-to-measure service as well as a selection of ready-to-wear pieces.

Founded by former Anderson & Sheppard head cutter, Thomas Mahon in 2001, the brand's ethos is based on expertise, authority and authenticity and it is this, coupled with its trademark soft tailoring, that reflects personality through considered design details within the store. 'Using a mix of heritage and modernity, the English Cut space offers a sleek and sophisticated design, mirroring the tone for every client experience,' says Philip Handford, creative director at Campaign Design.

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Every material and design detail throughout the space is anchored around Englishness, character and authoritativeness.

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Chevron flooring creates a sense of luxury and craftsmanship, with patterns and variety providing a feeling of true indulgence, adding to the individuality of the space. By playing with heritage, Campaign has highlighted British craftsmanship and familiarity of detailing through polished brass trims and clean interpretations of wooden panelling, injecting old world charm with a fresh and modern approach.

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A curated collection of furniture and fixtures provides familiar charm to the space, with unexpected detailing adding an informal voice.

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The ground floor features a mirrored acrylic yellow screen that breaks up the space, hiding a fitting room and adding a confidence to the interior. Meanwhile, the lower level allows for an intimate experience for English Cut's bespoke tailoring service.

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Here, a large cutting table showcases the varying fabrics that the brand has to offer, with a large velvet draped fitting room located at the back of the store. 'The arrangement of furniture and fixture pieces are playful rather than static, allowing for elements of wit throughout the space,' explains Handford. 'By experimenting with material and colour, a carefree yet sophisticated undertone exists within the retail environment.'

The Savile Row institution also opened a boutique in Boston in October with plans afoot for stores in New York City and the west coast later this year.

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