The ‘shop in a shop’ is a Fred Perry Authentic store, situated on the first floor of the high-end Selfridges department store, and offers a broad range of products referencing the brand’s cultural and sporting roots, including classic Fred Perry shirts, track jackets and bags.
Based on JudgeGill’s Authentic store blueprint, the 60 square meter retail environment features Fred Perry brand wallpaper, use of the laurel wreath, and the same color palette and materials featured in stand alone stores currently being rolled out globally. It also houses a modified cash desk built to Selfridges’ bespoke requirements.
Kevin Gill, managing director of JudgeGill said, “The new brand environment puts customers shopping in Selfridges in touch with the brand’s rich history and iconic status, as well its future as a leading edge fashion brand. The authenticity of the classic Fred Perry shirt was one of the main inspirations behind the design strategy, influencing colors and materials.”
JudgeGill has worked with Fred Perry since 2005. It has been instrumental in shaping the brand’s retail design strategy, including the separation of Fred Perry Authentic stores and Laurel Shops, which house the Laurel by Fred Perry collection (the premium label reflecting the brand’s heritage). Laurel shops are 100% bespoke boutiques, intended to deliver an environment tailored to the locations found.
Since its establishment in 1993, UK-based agency JudgeGill – with offices in Manchester and Soho, London – has created more than 1,000 stores globally and is currently working across Europe, Russia, China, North America, Middle East and the UK. The team works within various sectors ranging from sports retailing and telecoms, to leisure, automotive and banking.
Fred Perry has similar brand environments in House of Fraser stores in the UK; it has 17 stores in the UK and 69 globally.
