Manchester-based JudgeGill has completed the fit out of a new brand retail space for client Fred Perry in Selfridges on Oxford Street.
The ‘shop in a shop’ is a Fred Perry Authentic store, which offers a range of product referencing the brands cultural and sporting roots including classic Fred Perry shirts, track jackets and bags.
The 60m2 retail environment features Fred Perry brand wallpaper, use of the laurel wreath and the same colour palette and materials featured in stand alone stores currently being rolled out globally. It also houses a modified cash desk built to Selfridge’s bespoke requirements.
Kevin Gill, managing director of JudgeGill said: “The new brand environment puts customers shopping in Selfridges in touch with the brand’s rich history and iconic status, as well its future as a leading edge fashion brand. The authenticity of the classic Fred Perry shirt was one of the main inspirations behind the design strategy, influencing colours and materials.”