PROJECT:
THEORY, LONDON
2022 was a great year for this innovative US fashion label. Launching not one but two incredible stores for the first time in the UK. The cavernous, listed building on Regent Street permitted the clothing brand a vast amount of creative freedom for its phenomenal debut store. Whilst Battersea Power Station presented the opportunity to fully embrace its contemporary values. It is here that we focus our attention. Though new to the UK, Theory appears familiar. I say that not to underestimate the retail design or merchandise for both are fabulous. This brand feels like it belongs and has always resided here. The Battersea outlet, though smaller than Regent Street, is exquisitely decorated and fitted out. The layering concept developed for the inaugural flagship has been carried through to the store, minus the voluptuously sculpted, curvaceous
