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Maison in motion November 2013/issue 45
Longchamp tak es customers on a journey of discovery
Pop-up retail
Navigation: The way forward
Digital display
Project Focus on Longchamp: Pringle of Scotland: Reebok : Pop-up retail : Wayfinding : POPAI Awards 2013 : Focus on Digital Display : Q&A with Penhaligon’s CEO Sarah Rotheram
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November 2013 ÂŁ4.00
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Pringle of Scotland Mount Street, London
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Design: atelier oï Opening date: September 2013 Store size: 96 sq m
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Luxury knitwear brand Pringle of Scotland used the opening of its London flagship store in September to launch its latest archive collection, ‘Princess Grace: more than an image’. The new 96 sq m site on Mount Street also currently showcases the brand’s men’s and women’s Autumn/Winter 2013 collections. The historic building in the West End perfectly complements Pringle of Scotland’s rich heritage, while the interior is designed to reflect the innovative and contemporary spirit of the brand. The company appointed swiss design and architecture studio atelier oï to create a space that brings together the old and the new. ‘We found that atelier oï shared many of our own brand values, in terms of their appreciation for raw materials and craftsmanship, and their desire to innovate and create something unexpected with traditional materials,’ says Pringle of Scotland vice chairman, Douglas Fang. ‘This perfectly reflects our own approach to the Pringle of Scotland collections; drawing on our vast knitwear experience and heritage, but work with new techniques and processes to create fresh designs.’ The store is designed to incorporate the brand’s Scottish heritage and features materials such as wood and stone that reflect the Scottish landscape. atelier oï also found a subtle way to incorporate Pringle of Scotland’s signature argyle pattern through metalwork, such as in the lamps and shelves. ‘We have opted for understated materials and soft tones such as white oiled oak that could complement well with the woolly/ warm touch and feel of Pringle’s knitwear,’ says a spokesperson for atelier oï. ‘[The] general atmosphere of the store can change from one collection to the other so we had to find materials that could match with any colour.’ The design principle, says Fang, is one that can be adapted to different spaces and settings, including both standalone and shop-in-shop locations. Pringle of Scotland currently has the Mount Street store and a few sites in Asia. atelier oï is also working on the company’s next store in China.
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Photography: Courtesy of Pringle of Scotland
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