Austin Reed making the move after nearly a Century!
The story of Austin Reed began 111 years ago in the hustle and bustle of Fenchurch Street, London. In July, 1900, Austin Leonard Reed made the first sale for the brand now synonymous with tailoring. In 1926, Austin Reed moved to 103 Regent Street and has provided stylish, expertly-tailored suits and shirts to London‘s men and women from these premises ever since. Austin Reed is now moving a short distance to one of London’s most iconic buildings. Relocating across the road to 100 Regent Street is the perfect opportunity to further enhance its status as a modern British brand whilst retaining a strong sense of history- it also ensures the brand continues to be inexorably linked to the capital’s home of tailoring.
Austin Reed New Store Time-Lapse from Perception Creative on Vimeo.
Austin Reed called upon Prodrive shop fitters and Stylographics to help develop their new international flagship from concept through to creation – at over 15,000 square feet across three floors, the store requires their expertise to further enhance Austin Reed’s status as a modern British brand. The first task was for Stylo to create and install a hoarding, to allow Prodrive to work in privacy, although there were some peep holes for those nosey passersby, and to make it clear to London shoppers that Austin Reed was moving just a few feet across the road. Not only was the hoarding to promote their new home but to continue to advertise their brand whilst their flagship store was ‘under construction’. James Dobson from Prodrive Shopfitting says, ‘“Having had experience with Julie at Stylo previously on our Austin Reed projects, we wanted to advertise effectively at Regent Street, London for Austin Reed’s Flagship store. We had a basic idea of what we wanted, however Julie replied promptly with several ideas for us to choose from. We decided on what we wanted and were absolutely amazed and privileged that the advertising graphic was completed and sent to site within 72 hours of approval. It’s this professionalism and everlasting relationship that’s rare in modern day business”.
When ready, Stylo moved onto site installing visuals from Ultra Clear Vinyl to Self Adhesive Wallpaper. One graphical feature is a 15metre curved wall covered in self adhesive printed wallpaper. Although the visual is quite simple it gives the area a sense of warmth and forces the eye to follow the curve of which displays shirts and ties. This simple graphic encourages the customer to browse the whole individual area.
The shop has been split into sections over the 3 floors as though it is made up of multiple departments. Large glass graphics have been placed along the corridors almost in an attempt to pull you through the store encouraging you to explore all areas. These are back lit with various Ultra Clear Graphics applied to give the store a vibrant colourful feel.
After residing at number 103 Regent Street for nearly a century it seems that Austin Reed have settled into their new home with ease. The store has a very warm and comfortable feel to it, which is also shown in their 10 window displays along both Regent Street and Glasshouse Street. In conclusion their new store, with all its visual delights is the perfect representation of Austin Reed as a modern British brand.
