The design studio combines industrial architectural features with bespoke furniture for a theatrical shopping experience.
2 min read
Photography: Charlie McKay
London-based design duo Studio Jey has collaborated with The Fall to design its new bridal store in East London. Combining industrial architectural features with elevated materials, bespoke furnishings and theatrical design elements, the studio has created a contemporary new retail environment for an alternative bridal shopping experience for modern brides who don’t relate to the mainstream offering. Throughout the interiors, the duo has created several bespoke furniture and design elements that are both beautiful and functional.
Materiality was a key source of inspiration for the designers and the starting point for the design process. Understanding that the collections on display will feature tonal white, silky textiles, the studio introduced a range of bold materials that would compliment and contrast the raw, industrial features of the space. Bespoke aluminium furniture and retail consoles, along with scaffolding display rails complement exposed pipework in the ceiling and an industrial raised access floor often used as the subfloor in commercial spaces. Hand-finished clay plaster and lime wash finishes on the walls and neutral toned curtains and upholstery add softness and comfort to the space.
A mirrored A-Board offers a theatrical aspect, inviting guests to capture photographic memories before or after their appointment. Within the entrance, the designers introduced a partition wall, finished in textured clay plaster, creating a space for guests to take a breath as they enter. This wall guides guests to a furnished welcome area, featuring bespoke seating and an occasional table where customers are welcomed with a drink and reading material before their appointment.
Unlike more conventional bridal stores, The Fall is designed around two central fitting rooms and lounge areas which offer brides and their guests an intimate and private space for appointments. Offering a serene oasis for the bride, the two fitting rooms sit back-to-back between lounge areas with custom-made seating where their guests can relax and enjoy the experience. Large curtains encase both spaces, creating a theatrical moment whilst also offering privacy for the bride and her party. Designed by Studio Jey, industrial style rails made from scaffolding with ceramic sculptural ends showcase the selection of dresses.
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