Project: The Fold

Design: Kinnersley Kent Design
Opening date: March 2018
Store size: 130 sq m

British fashion label, The Fold has launched its first flagship at 28 Cadogan Place in London. This is the first standalone store for The Fold. Initially sold online only, the flagship marks a key milestone for the brand, which has experienced a high level of growth since its launch in 2012.

Kinnersley Kent Design worked closely with the retailer to design a retail concept that reflects the brand's core values and that showcases its full womenswear collection.

Located within a historic Chelsea neighbourhood close to a selection of desirable stores and amenities, the flagship creates the perfect opportunity to introduce a new customer to the brand whilst catering to the existing Fold woman. Housed in a beautiful Grade II listed property on the corner of Cadogan Place and Pont Street (part of the prestigious Cadogan Estate), the flagship spans two floors and covers 130 sq m.

28 Cadogan Place will host year-round events, with an emphasis on serving engaging, relevant content to the diverse community of Fold women, who regularly network with one another at The Fold’s events, organically forming friendships and business links.


'Retail is no longer about creating something static. It is about designing flexible spaces that change throughout the day, and that grow and evolve with a brand. The concept we designed for The Fold was based on the idea of a members’ club, turning the idea of a traditional ‘store’ on its head. From the outset, the flagship needed to be dual functional – serving as a relaxed shopping space by day, and transforming into an events space in the evening where the brand can hold networking or press events. In essence, the flagship store we designed does what the clothes do – takes the customer from 9am to 9pm,' says Jill Higgins, partner at Kinnersley Kent Design.

'The Fold’s philosophy is to respect the woman we are dressing, and for our clothes to enhance rather than outshine her. The same approach was very important in approaching the design of our flagship, to let the building’s historic features shine through, and enhance it with relevant and respectful design,' says Polly McMaster, founder and CEO of The Fold.


Kinnersley Kent Design and The Fold have created much more than just a shop. The flagship is a true home for the brand and a community hub for its customers. The design approach was based upon the interplay of three core elements, grounded by the concept of a ‘Members’ Club’:

1. Expressing ‘The Fold’ in the truest sense of the word.
2. Championing British, female designers and artists.
3. Beautifully tailored materials.


The concept’s focus is on high service delivered in an inspirational and contemporary setting, with the look and feel of a members’ club and hard-working, multi-functional spaces. By day, the central bar, equipped with oversized iPads and power sockets, provides clients with a comfortable space to catch up on emails, or simply grab a water or coffee. Come evening, the bar can be transformed to hold drinks and canapés during The Fold’s networking events.

The flagship embodies the spirit of the clothes, with clean contemporary lines, and a strong sense of individuality and personality. From the outset, Kinnersley Kent Design’s strategy was to create an ownable three-dimensional design language and philosophy – one that can be articulated differently to suit the architecture of individual buildings, locations, and market nuances as the brand evolves and grows.


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