Sybarite Architects Joseph Savile Row London Menswear Retail Luxury Fashion 01 1

Richfoto 2016 07 Selfridges Designer Studio 74

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.

Sybarite Joseph Sanlitun
Sybarite Architects Joseph Savile Row London Menswear Retail Luxury Fashion 03

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.

Sybarite Architects Joseph Miami Store
Sybarite Architects Joseph Miami Store Salon

We have a set palette for Joseph stores but each one has its own unique charm. 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 studied a series of spiral staircases that were adopted in the 40s and 50s and we 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. 

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