BuckleyGrayYeoman has designed a new store concept for Fred Perry in Asia. The new Bangkok flagship is one of the star tenants of the newly opened EmQuartier shopping centre developed by The Mall Group. The store is the second BuckleyGrayYeoman designed in the Far East and the practice’s latest fitout in its tenure as Fred Perry’s Worldwide Retail Design Consultant. The Fred Perry Bangkok store in EmQuartier represents “a subtle development of the Fred Perry design language” developed b
by the architectural practice, which has resulted in “a contemporary and elegant boutique, designed to fit in with the selection of international luxury brands selected by the mall,” according to Paul White, director in charge of the project.
“EmQuartier is an exciting new development for Bangkok that brings together a truly stellar collection of international retail brands. To match the tone of the development, we have successfully modified our core design strategy, creating a smart interior that aligns with the ethos of EmQuartier while retaining the definitive Fred Perry DNA,” said White.
The store presents an open plan layout and sophisticated materials palette featuring concrete, black steel, timber and polished brass which contrasts with the wooden parquet flooring. A supersized signature Fred Perry laurel wreath logo has been drawn into the plan, influencing the shape and position of the seating and custom-made cabinets. In addition, BuckleyGrayYeoman created a sense of luxury in the shopfront by using a striking ribbed black steel and brass strip wreath on a series of large scale artworks incorporating the Fred Perry laurel logo.
Formed in 1997, BuckleyGrayYeoman is based in Shoreditch, London. Its past projects include Fashion Street in Shoreditch and 25 Soho Square in central London.
BuckleyGrayYeoman has completed stores for Fred Perry in Cardiff, Westfield Stratford in London and now Munich.
