KENT & CURWEN, UNDER THE DIRECTION OF CREATIVE DIRECTOR DANIEL KEARNS & BUSINESS PARTNER DAVID BECKHAM, INTRODUCED THE NEW STORE CONCEPT IN AN ICONIC COVENT GARDEN LOCATION.
Kent & Curwen now resides in a Victorian building originally built as the Adelphi School for Boys in 1860. The brand which likes to view a heritage aesthetic through a modern lens, decided to enhance the building’s history with the addition of aged and distressed wood panelling, hand-blown green glass screens and white-washed brick walls.
The masculine aesthetic is further enhanced through industrially welded raw steel fixtures and clothes rails reminiscent of vintage school gymnasium equipment, created using reclaimed oak with brass detailing. The green and cream tile detailing that adorns the walls is a subtle nod to the traditional Pie and Mash shops of old.
“The intention was to suggest the heritage of the building as well as the brand, highlighting our influences and inspirations, without being in any way pastiche” said Daniel Kearns. “We have created a space that feels traditional yet modern, luxurious yet grounded – it matches the product which follows the same ethos.”
“Daniel and I have been searching for the perfect location for some time and believe we’ve found it on Floral Street. A long time, iconic London shopping destination, Floral street is at the heart of this great city and we’re excited for Kent & Curwen to be at the forefront of it” said David Beckham.
To further celebrate the brand's arrival on Floral Street, Kent & Curwen enlisted the talent of the photographer Robert Spangle (Instagram @ThousandYardStyle) to shoot the current collection on a selection of 'it boys', models, influencers and creatives in-and-around Covent Garden.
The transformation of 12 Floral Street was undertaken in collaboration with Parisian retail architects ‘architecture + associés’, a studio well known for their award-winning store design for many of the world’s most prestigious fashion brands.
Kent & Curwen's London Flagship is located at 12 Floral Street, London, WC2E 9DH