Quintessential English luxury
ASPINAL OF LONDON
global luxury retail design concept
expanding from London to Shanghai
Aspinal of London, Regent Street, London
Aspinal wanted a new language of luxury for its Regent Street flagship. The result is “English country mansion meets contemporary London townhouse”, becoming the 6th most Instagrammed store in the world (Insider Trends, 2019).
The concept create versatility for Aspinal: the ability to expand product areas by creating a variety of rooms that are fabulous and individual. These include the masculine Tudor-panelled games room and the sophisticated ladies’ drawing room; the elegant library and the cool circular champagne bar – which neatly doubles as the cash desk.
Aspinal of London, Leeds
Aspinal of London, Shanghai
The luxury craftsmanship that defines Aspinal is seen in every feature and fitting. Customers can wrap themselves in the super-romanticism of the store that feels warm and welcoming … just like home.
The success of this concept in London resulted in a 12 year collaboration with Aspinal, taking forward the design across the UK, Europe, Middle East, China and the latest in Covent Garden.
Aspinal of London, Shanghai
New Aspinal of London store in the heart of Covent Garden
The key challenge was how to bring a large ‘home of Aspinal concept’ with its variety of rooms into a single room and make it look and feel elevated. We overcame this by in depth space planning and using carefully placed curves and clever lighting to subtly direct and simplify the customer journey. The feminine elegance and strategically positioned dramatic mirrored backdrop enhances and enlarges the space.
We took key features such as the wood panelling from the brand’s Regent Street ‘home’ and integrated it into the display shelves/storage to retain the key essence of the brand.
Aspinal of London store in Covent Garden
