Superdry
London Flagship Retail Store
Project Duties
Creative Lead:
Concept
Art Direction
Design
Technical Design
Construction Drawings
3D modeling and Visualisation
Production liaison
One of the highlights as Creative Lead for Superdry at Bray Leino Events was being heavily involved in the design of the £25 million flagship London Store.
I designed the shoe department, main sales desks, wall displays and 11 other pieces of furniture, including the 3 hero vitrines (the glass entrance display cases).
From start to finish I was responsible for all the concepts, design, CAD, visualisation, technical drawings and technical liaison. Being heavily involved in this extensive fit-out was an awesome experience and took months of creative exploration, detailed material research and production liaison.
Entrance Vitrines
The main Regent Street entrances were all adorned with impressive vitrine glass display cases. One in a piano gloss black, with an exaggerated crown moulding detail and curved glass made in Italy. Each panel was worth over £5000, and only one was harmed in the making.
Piano Gloss Vitrine
The other two vitrines were made of stainless steel, with the same shape but a smaller footprint, and the same incredible glass. I worked for weeks with expert steel workers who specialised in making panels for vintage cars to get all the details right and ensure the incredibly difficult compound curves were perfect.
Stainless Steel Vitrine
Overview Visual detailing section breakdown
Detail view showing riveting scheme
T-shirt Wall
Shoe Department
Entrance Vitrine
Sleeper Table
Girder Table
Wagon unit (See below for Vis and tech detail)
Secondary Sales Desk and ceiling light display
Visualisation & Production Drawings
I developed a custom workflow involving a combination of Sketchup and Form-Z to create advanced 3D models that could be easily ported between photo-realistic renders for client use, and detailed technical drawings for production use.
The wagon unit, shown below, was designed for the Flagship store alongside 10 other freestanding pieces.
Creating the shoe department involved developing a custom fake concrete using fibreglass, to make it look and feel exactly like real concrete but allow pour-moulding and keep it super strong for retail use.