Fred Perry store design in Bangkok by BuckleyGrayYeoma

BuckleyGrayYeoman has completed its second Fred Perry store design in the Far East, the second located at the new retail development EmQuartier in Bangkok, Thailand.

The EmQuartier store represents a subtle development of the Fred Perry design language developed by BuckleyGrayYeoman, which has resulted in a contemporary and elegant boutique designed to fit in with the selection of international luxury brands selected by the mall.
EmQuartier is an exciting new development for Bangkok that brings together a truly stellar collection of international retail brands. To match the tone of the development, we have successful modified our core design strategy, creating a smart interior that aligns with the ethos of EmQuartier while retaining the definitive Fred Perry DNA,' explains Paul White, director in charge of the project at BuckleyGrayYeoman.

The store has an open-plan layout and a sophisticated palette of materials, including concrete, black steel, timber and polished brass that contrasts with the wooden parquet flooring. A supersized signature Fred Perry laurel wreath logo also features in the plan, influencing the shape and position of the seating and custom-made cabinets.

'The plan of the shop is centred on an oversized laurel logo which runs through the centre of the shop. This gives a playful, sculptural quality to the space which also ties back to Fred Perry's brand,' explains Amr Assaad, associate director at BuckleyGrayYeoman. 'In EmQuartier we have also reinterpreted the Fred Perry laurel by adding a layer of refinement and a sense of luxury to the shopfront by working with materials such as ribbed black steel and brass to create a striking installation.'

Curves play a big role in the store, especially in the design of the elliptical display tables that have been dotted throughout the space. Hanging over these are a number of suspended pendant light bulbs.

'Every shop we have designed for Fred Perry has been bespoke. While each store has the same DNA, they all have their own unique character and aim to explore the heritage of Fred Perry in playful new ways,' says Assaad. 'By engaging with the meaning of the brand and the local culture, we ensure that our design also responds to the local context and market. For this reason, the Emquartier shop has a superior look and feel, with the use of a sophisticated palette of materials. There’s a strong emphasis on the heritage of the brand with a focus on the iconic Fred Perry Laurel wreath.'

The Bangkok EmQuartier store is the sixth project the design practice has completed for Fred Perry. Another one is on the cards in Cologne, Germany and scheduled to open towards the end of the year.