Adjaye Associates designed the first flagship store for bespoke tailor Ozwald Boateng. 6500 square foot space on a prominent corner of Savile Row it includes ready-to-wear, an enclosed bespoke room, accessories display areas and a gallery. In the basement are offices for staff as well as the tailors’ and designers’ studios.
The concept and design strategy was to engage with the contemporary and curatorial direction towards which fashion has moved. Rather than simply about buying clothes, the store offers a series of experiences and a range of encounters. Therefore the shop is conceived as a series of environments - shops within shops - each with its own identity. The gallery space at the back is a white cube, referencing Cork Street nearby, whereas the accessories chamber is more luxurious and opulent. The effect is a diverse set of experiences that communicate the plurality of the brand.