Celebrating the past; embracing the future
Fred Perry is a true British classic. It’s an authentic brand, built on the pioneering spirit of a unique sporting hero, as well as its strong connections with youth culture, fashion and music. Its store environments, however, focused far too much on sports nostalgia – something that 21st century fashion-conscious consumers struggled to connect with. Start’s challenge was to create an engaging environment that would put people in touch, not just with Fred Perry’s rich heritage, but also its fashion-savvy future.
A Flexible Store
We created two store formats – ‘authentic’ for high streets and ‘laurel’ for more exclusive boutiques – to better reflect a product range that stretches from classic polo to more edgy, collaborative designer ranges. Fred Perry was known for expressing his individuality, so our design allows stores to customise a percentage of floor space so each can express its own personality. Walk into an authentic store and you’ll find clothing displayed in ‘found furniture’: vintage shop or domestic pieces that are unique to each store.
After a successful launch in the UK, both formats are rolling out globally and can now be found everywhere from Manchester to Moscow to Dubai.