In its new boutique in Elements Shopping Mall, Hong Kong, Brooks Brothers continues the design concept originally created for its IFC store, inspired by New York City at the turn of the 20th century and the brand’s flagship store at 346 Madison Avenue. The idea is to create the atmosphere of a relaxing lounge where gentlemen can refresh themselves in a homely setting. Created by Hong Kong-based interior design studio Stefano Tordiglione Design, the store was completed in September. For the 15
50sqm boutique, a four-sided engraved stone frame has been added around the logo to enhance cohesiveness of the design, says the company, while the entrance passage features a light box surrounded by semi-circular cherry-wood strips.
Inside the boutique, the creamy-white shirt wall has been redesigned shirt with matching lighting, while the recessed ceiling has embedded lighting to engender a feeling of warmth for customers.
Vintage-style display tables fill the floor space, coupled with low display units such as trunks and smaller antique tables. The iconic Brooks Brothers greyish mosaic is used in the shop in combination with dark walnut flooring to create different zones.
At the far end of the shop, a set of table and chairs has been placed in the made-to-measure area to create a cosy, elegant and welcoming space that aligns with the brand’s image. Furthermore, the walls of the fitting rooms feature extreme close-ups of Brooks Brothers’ shirts clearly showing fabric details to highlight the brand’s achievements in fashion design.
Chief designer Stefano Tordiglione says that overall, the design pays tribute to the tradition of Brooks Brothers in its pursuit of high quality, “and yet it brings a sense of freshness to the ambience of the boutique”.
Images courtesy of Brooks Brothers.
