THEME PARK: The British Fashion Council has tapped David Collins Studio, the design firm that created interiors ranging from The Wolseley to Harrods Shoe Heaven to Jimmy Choo’s Bond Street flagship, for its new London Fashion Week show space in Soho.
The studio has created the look and feel of Designer Showrooms at Brewer Street Car Park, the new venue for London Fashion Week. Designer Showrooms, a venue for sales and static presentations, will span 17,200 square feet and have an open-format layout.
David Collins Studio said its concept is based on lines of “symmetry, transparency and reflection” to give the showroom an architectural feel. “The design reflects the urban nature of the building and works with the concrete structure of Brewer Street Car Park to create a functional and contemporary space,” the studio said.
“We wanted to embrace the urban nature of London Fashion Week’s new home,” said Lewis Taylor, design director, David Collins Studio, adding the space has been created as a “mini-department store.”
A long, mirrored ceiling catwalk runs the length of the space. Silver-gray metal rails and showcases allow designers to exhibit within spaces that are private, yet part of the wider showroom vista.
The showroom has been finished in a palette of white, teal blue and silver-gray, reflecting the brand identity of the BFC. A Hix pop-up restaurant and café will also figure on the site.
As reported, LFW has relocated from Somerset House — its base since 2009 — and is taking over two floors of Brewer Street Car Park, where it will stage both runway shows and host Designer Showrooms.
The car park, an Art Deco building designed by architect JJ Joass that dates from 1929, has been the location for a number of LFW shows in recent seasons, including Joseph and House of Holland.
The new location is situated within a mile of Bond, Dover, Mount, Oxford and Regent streets, and the BFC has agreed to remain at the space for two seasons.