London based fashion designer and BFC Contemporary Sponsorship winner, Georgia Hardinge has opened a new concept store on St Christopher’s Place, Marylebone. Designed by Studio Lucy Sanderson, the space is true to the clothing brand’s simple sculptural aesthetic through its blend of architectural inspiration and feminine sensibility.
The store offers a physically immersive shopping experience. Stimulating all of the senses, the space is scented with the brand’s perfume expressed through sound. The store's innovative design, down to the recycled materials sourced for its construction, is an ode to sustainability - a message that is at the heart of the British label.
The brand's paired-down aesthetic is expressed throughout the minimalistic space, which is complete with gender-neutral fitting rooms that are finished with 360 mirrors. Aluminium hanging units and foil wrapped foam insulations create an illusion of space by reflecting light against purposely-positioned mirrors.
Not only is the store physically immersive, but it also provides educational information on its products. Customers are invited to scan a barcode revealing a video about how the garment’s materials were sourced and its step-by-step production process. By providing in-depth product knowledge and shining a light on their transparent supply chain, the brand hopes to make a long-lasting impact on the customer encouraging them to keep the item for longer.
The store is located at 20-21 St Christopher's Pl, Marylebone, London W1U 1NW.