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 environment of course. In its place is a smart, sleek and flowing fitout.

The interior materials palette combines different textures to depict tactility, variation and warmth in a subtle and muted effect. To achieve the perfect ambiance the walls, floors and ceilings have been treated with hand crafted plaster alongside natural materials including cork, timber, limestone, brickwork and soft velvet touches. As you would expect the fixtures and fittings are all bespoke and designed to convey a delicate balance between lightweight and solidity. They are artfully rounded and consist of blackened bronze metalwork, Lucite tops and smooth stone bases.

This store oozes perfection. The brand’s relaxed colour palette has also been applied. Neutral shades have been enriched with camel, beige and caramel hues, plus a tranquil pistachio in the fitting room area. Bringing nature instore was of paramount importance and potted plants are dotted through the space.

This stylish store also benefits from Battersea’s own strong brand identity; the industrial dark metal and glass storefront adds a dramatic flair to the classic interior. The double height windows, as well as flooding the inside with clarity and light, create a seamless transition from the main mall.

On entering this visual delight your attention is drawn to the light feature at the heart of the store. An enormous circular disk is suspended overhead and draws you into the sales floor. On either side display tables laden with neatly folded garments are layered both in colour and height and lead your eye to the freestanding shelving racks beyond. In fact, all the shopfittings and display equipment in this outlet are freestanding and can quickly and easily accommodate fresh displays and new ranges. Freestanding hanging rails, which showcase further refined items, are positioned beyond the initial display tables creating another layer and breaking up the space. They entice you through to the next section, where once again the layering is repeated. And then, the whole set is repeated again until you finally reach the rear of the store, where a large, circular cork inset underfoot captures your attention and provides a natural break from the shopping experience. Here, you can relax on the velvet tub chairs before venturing up the stairs to the fitting rooms, or making your final purchase at the elliptical sales desk that is located immediately behind the lounge. The fitting rooms, so often an afterthought in retail, envelope you into the folds of their luscious, mellow softness – plush carpet, luxury curtains, soft lighting abound.

Architecture studio, Sybarite worked with Theory to achieve this remarkable concept that aptly conveys the brand’s three pillars of strength – perfect fit, premium fabrics and timeless style. A true latest and greatest retail store!