Joseph
The luxury fashion label’s new stores play on Joseph’s signature design details and the brand’s split personality — Anglo-Franco, black and white, masculine and feminine. The design intentionally focusses on these opposites while also drawing upon cultural references to the individual store locations.
In London, we worked with a classical Savile Row traditional townhouse which had a Georgian interior. We painted it black with a giant rubber ball door handle. We framed each collection story with a black rail and hung the clothes on a white rail within — a play on opposites. This bespoke display system allows collections to be framed in surprising juxtapositions against a neutral colour palette that unites all the stores.
In Miami, designing on a much bigger scale, we drew upon the city’s Art Deco and grand architectural gestures to inform the 260 square-metre space, where all the architecture goes to that point of being straight and orthogonal.
We also studied a series of spiral staircases that were adopted in the 40s and 50s and created what we call the “Joseph corkscrew”, a huge, black, giant spiral staircase, where you don’t see any white from the outside, and then as soon as you enter the staircase, you’ve got this beautiful white stone on the inside. We have a set palette for Joseph stores but each one has its own unique charm.
