Design: architecture + associe
Opening date: November 2017
Store size: 102 sq m
Kent & Curwen, the fashion brand by creative director Daniel Kearns and business partner David Beckham, has unveiled its new store concept in Floral Street, Covent Garden. The transformation of 12 Floral Street was undertaken in collaboration with Parisian architectural practice, architecture + associes. The brand now resides in a Victorian building originally built as the Adelphi School for Boys in 1860.
The brand, which likes to view a heritage aesthetic through a modern lens, decided to enhance the building's history with the addition of aged and distressed wood panelling, hand-blown green glass screens and white-washed brick walls.
The masculine aesthetic is further enhanced through industrially welded raw steel fixtures and clothes rails reminiscent of vintage school gymansium equipment, created using reclaimed oak with brass detailing. The green and cream tile detailing that adorns the walls is a subtle nod to the traditional pie and mash shops of old.
'The intention was to suggest the heritage of the building as well as the brand, highlighting our influences and inspirations, without being in any way pastiche,' says Kearns. 'We have created a space that feels traditional yet modern, luxurious yet grounded – it matches the product which follows the same ethos.'
Beckham adds: 'Daniel and I have been searching for the perfect location for some time and believe we've found it on Floral Street. A long time, iconic London shopping destination, Floral Street is at the heart of this great city and we're excited for Kent & Curwen to be at the forefront of it.'