Retail graphics
CLIENTGieves & Hawkes
PROJECTNo.1 Saville Row
Winner of "best use of in-store graphic" at the VM Awards 2011
Gieves & Hawkes, perhaps the most famous name in British tailoring and famous for its naval and military history and its royal clientele, has undergone a transformation and emerged to retake its rightful place at No. 1 Saville Row. It has completed a complete re-style of its flagship store incorporating new partners Bentley’s Vintage, CarreDucker, Gentlemen’s Tonic and Bill Amberg. The concept brings a contemporary feel whilst respecting the heritage of the brand.
The man behind this change is the new CEO, John Durnin.
Instead of attempting to re-create a heritage tailoring theme park, complete with ancient cracked leather Chesterfields, Durnin wanted to celebrate tradition but make it slightly funky and add some wit and eccentricity. Working with Design and Project Manager James Eyers of 3dvisual and their own in-house team, one of his first decisions was to give the shop itself an overhaul, to realise the extraordinary potential the building had, and create an emporium of wonderful services.
Climbing the stunning Georgian staircase to the first floor, resplendent with contemporary portraits –they are all there, (Prince William to Michael Jackson, Sean Connery to Princess Diana, David Beckham to David Niven, just some of the icons dressed by Gieves and Hawkes), you arrive at The Bespoke Lounge on the first floor, hung with David Hicks Seventies-style wallpaper, Damien Hirst artwork, and padded leather to make it one of the most stylish spaces in the West End.
On the ground floor, to show off the range of blazers in their full glory, the Saville Row store now has a dedicated blazer room, a stylishly discreet space fitted with malachite-green leather armchairs and bowls full to the brim with brass buttons - a tailoring fanatic's idea of heaven.
Adding to this, the new environment, with its comfortable sofas, eclectic vintage furniture and David Hicks inspired decoration, you get a place where a gentleman (and the odd scoundrel) can outfit himself; shoe himself; get the best shoe shine in London; get a wet shave; a new wallet; and buy a gift for the other half, all under one roof.
Bentley’s Vintage emporium & vintage gift department, with antique luggage and leather goods provided by Tim Bent of Bentley’s, long considered to be the expert in this field. With “Toys for boys”, and a 50-year-old working ejector seat from a supersonic jet.
CarreDucker, now offer a bespoke shoe service, offering everything from cloth-topped boots to exotic skins in vibrant tones.
Gentlemen's Tonic has opened a grooming emporium to ensure it's not just your suit that looks the business.
Bill Amberg’s luxury leather goods add to the mix.
The final piece of the jigsaw, the Map Room, with its newly expanded gallery and contemporary ceiling abstract, in colours to link to the Military theme, looks superb and provides the showcase to the archive and great military history, making the store a coherent and welcoming whole. The crowning glory is the gallery upstairs where the Gieves military archive has its new home. This space is open to the public and houses some of the most amazing military coats, helmets, swords, and general martial paraphernalia, including orders for equipment from the Duke of Wellington and Lord Nelson, all watched over by the tame seagull, Horatio.
Gieves & Hawkes has certainly managed to grasp its traditional routes and breathe new life into them.
If props were used, were they manufactured in-house?
A variety of unique and unusual props were used. The antique warehouses of London were trawled for high quality and unusual furniture, a working ejector seat was purchased, a cowling from a jet engine was used as a giant mirror cowling and a full size horse was sourced and installed and a stuffed seagull hangs from the ceiling.
Suppliers used
McKenzie Clark Limited produced and installed various graphic items including the graphic ceiling in the Map Room. Desert Oak was the shop fitter.
Success of the project
The refurbished store has received great acclaim from the press.
“Number 1 is completed and looks amazing. The final piece of the jigsaw, the Map Room, with its newly expanded gallery looks superb and provides the link that all the previously completed areas needed to make a coherent and welcoming whole. The building itself is a beautiful canvas on which to create, and John Durnin, CEO, and his team have done a marvellous job, full of humour and curiosity.”
