Faye Toogood channels British brutalism for Mulberry

London – In 2010, up-market leather-goods company Mulberry launched a concept store in London. Responsible for the interior of the New Bond Street establishment, which featured a dry-stone wall to emphasize the luxury brand’s British provenance, was Universal Design Studio. Eight years on, Mulberry’s creative director, Johnny Coca, commissioned Faye Toogood to come up with a new retail concept. The result – her design for the Regent Street flagship – suggests that the nation’s identity is impossible to pigeonhole. Whereas Universal elected to focus on traditional craft, Shoreditch-based Toogood drew inspiration from brutalism, a controversial style of architecture pioneered in the UK by the Smithsons and Denys Lasdun.

Toogood and her team juxtaposed concrete walls with a rich array of materials: gloss and textured green ceramic tiles, cast resin, polished pink plaster, digitally printed wallpaper, brushed stainless steel and patinated bronze – a selection that effectively softens the two-storey space. Hand-tufted rugs and ceramic pieces give the store a cosy feel. Toogood aimed for a contrast between the countryside, where Mulberry’s factory is located, and the UK’s grittier side.

I wanted the new Mulberry stores to be immersive environments with the comfort of home

‘It’s a company that grew up in Somerset but now is very much seen as a British-contemporary urban brand,’ says Toogood. ‘However, I didn’t want anyone to forget where it had come from. Looking at British brutalist architecture, I felt I needed the verdant landscape of Somerset combined with more contemporary surroundings. I needed to explain what’s happening now.’

Coca wanted the new Mulberry stores to be ‘immersive environments with the comfort of home – places for exploring the brand’s modern British identity’.

The project sees Toogood’s practice step into new territory. There are other flagship stores planned – New York is up next – and the full global roll-out includes a 10-sq-m concession area. ‘That’s the biggest challenge,’ she says, ‘because it’s a scale we don’t usually work with. Designing something from the macro to the micro is new for us.’ She points out that most of her commissions are for one-off interiors.

If the Regent Street store is anything to go by, it’s a test her practice has passed with aplomb.

This case study was originally part of St-W 126. You can buy that print issue .

More from this issue

St-W 126

AMSTERDAM – As offices are forced to redefine their very reason for existence, the Jan/Feb issue of St-W magazine explores alternative spaces to conduct work.

€ 19,95

Liked this article?
We've got more for you

Sign up to our newsletter for weekly updates. Or view the archive.

Latest Products



Этот полезный сайт про направление полотенца кухонные купить shopvashtextil.com.ua