The design of Fred Perry’s new store combines the brand’s iconic British heritage with the vibrant Reichenbachstrasse area of Munich. According to the designers, the design has captured the British essence without plastering the walls in Union Jacks.
The designers have incorporated various subtle references to Fred Perry’s roots by using the same tiles used on the London Underground. The tiles take their inspiration from Covent Garden Station, the closest stop to the brand’s flagship London Store and headquarters.
Other details that capture classically British traditions are a series of wall-mounted wooden tea trays displaying the brand’s famous Fred Perry Shirts, as well as a tiled counter lined with tea caddies. Here, customers can enjoy the traditional beverage, which doubles up as the till point for purchases. Throughout the retail space, reclaimed lighting and furniture from London’s east-end has been used.
The 260 square metre store spreads over three levels, featuring an open-plan entrance space. Almost two rooms have been reserved for bags and footwear, which are tiled in gold and blue tiles respectively. These sections have replaced conventional shelving with bright gym-room lockers.
Custom-made concrete boxes run the length of the store, creating a sense of continuity between the spaces and encouraging customers to browse all areas of the retail space. These concrete additions start as elegant frames for detailed photographs of iconic Fred Perry products and the brand’s namesake; and as customers move toward the back of the store, these concrete frames become display units for products.
The Munich ‘Authentic’ Shop is the fourth project of BuckleyGrayYeoman for Fred Perry. It is also the third German store to be launched.
