Amanda Wakeley Revamps Retail Outlets

This week the designer will unveil her new look at the Fulham Road store.

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LONDON — Amanda Wakeley is shaking up her retail environment.

This week the designer will unveil her new look Fulham Road store, which echoes the interiors of the town house flagship that she designed herself and opened last month on Albemarle Street in Mayfair. The designer’s Harvey Nichols concession will be the next unit to get a facelift, following the reopening of the 1,080-square-foot Fulham Road unit in London’s Chelsea.

The design template for both units is 18 Albemarle Street, formerly home to Elizabeth Gage jewelers. The shop fit is flexible, with clothes hanging on adjustable shiny brass trolleys or resting on tables or other pieces of furniture.

The architecture is Georgian, with soaring ceilings, a curved iron staircase, and French windows upstairs, while the color palette is neutral — mostly black and white with flashes of gold and silver.

The floors are made from dark, distressed oak, while fireplaces are surrounded by dark marble. The furniture is mostly vintage with an Art Deco edge, from places such as Alfies Antique Market and 1stdibs.com.

Wakeley said the Elizabeth Street store reflects the momentum of the brand and can be continually evolved. To wit, there are no fixtures attached to the walls of the 3,229-square-foot store, to ensure the maximum flexibility of the space.

“I do not think this is a typical boutique — I did not want one. It is so flexible, it will showcase the lifestyle elements of our collections beautifully, and will give me a lot of freedom when designing. I will not be constrained by specific merchandising, because it can change as the collection changes,” she said.

Sagra Maceira de Rosen, the company’s chief executive officer, said she and Wakeley envisioned a space that could evolve over the years.

“We wanted something that was timeless, but that still felt ‘now,’ a space that felt like a home rather than a shop — with fireplaces and sofas,” she said. “I hate to be constrained. It’s the product that should drive how we sell the collection — not the shopfit. And it keeps the shop fresh,” said Maceira de Rosen.

The ground floor, which stocks daywear, accessories, including a new handbag collection, is designed as if it were a living room, with big chairs in front of a fireplace.

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