The design approach was based upon the interplay of three core elements, grounded by the concept of a members’ club:
Expressing ‘The Fold’ in the truest sense of the word.
The flagship store embodies the spirit of the clothes, with sharp and contemporary lines, and a strong sense of individuality and personality. Folded sculptural forms, such as the bespoke brass pendant lights designed by our team, act as a key brand signature and handwriting.
Championing British, female designers and artists.
Our all female project team sourced bespoke materials and art from female British designers alongside iconic design pieces. The bar is made from a unique crafted composite material by British material designer and artist Stephanie Tudor. Meanwhile, our team designed bespoke lighting and furniture such as the black, geometric payment table which replaces the standard cash desk.
Beautifully tailored materials.
The interiors palette is graphic and quite masculine. A monochromatic base references The Fold’s work wear roots, juxtaposed with an eclectic and slightly unexpected tactile mix of materials that reflects the brand’s attention to detail, quality and tailoring. Brass highlights add a glamorous touch evocative of clothing details such as zips and fastenings.
The result is a hard-working, multifaceted design concept that can be articulated differently to suit diverse locations and markets as the brand evolves and grows.