Hello Soho - The Studio Nicholson Flagship Store
Soho welcomes the Studio Nicholson flagship store. Situated at 9-11 Broadwick Street in the heart of central London, this double-fronted store has been designed to offer customers the complete Studio Nicholson immersion experience. With interior design by brand founder and creative director Nick Wakeman, this dual aspect period property has undergone extensive renovations and a complete refurbishment – resulting in a unique retail environment that fully embodies the brand DNA.
With generous windows wrapping two sides of the light-filled ground-floor premises, every element has been carefully chosen to reflect the methodology of the modular wardrobe. There’s an elegant mix of natural and man-made materials, mirroring the modernity of every Studio Nicholson collection – with an emphasis on the chemistry between hard, durable, surfaces and the movement of deliberate woven playfulness. Garments are housed in a moveable, adaptable system of specially engineered bespoke modular furniture frames made from solid oak ply. The familiar warmth of the wood has been coated in optic white laminate to echo the hallmarks of mid-century utilitarian design and bring an air of paired-back functionality to the space.
Acoustic sensations are softened by the addition of Dove coloured natural rubber flooring (shade matched to the ever-popular Studio Nicholson Moonstars) and the inclusion of tonal floor-to-ceiling curtains installed on s-tracks, which are also used to delineate the two separate changing areas and provide a dynamic, fluid backdrop to the otherwise institutional edges. London-based furniture designers and upholstery experts Sedilia have also been commissioned to supply one of their iconic Sennen Swivel Tub chairs – guaranteed to bring joy to every customer thanks to its silent, smooth, everlasting spin. The Sennen Swivel will be covered in an ecru wool bouclé woven by the prestigious and long-standing British fabric mill, Tibor.
A sizable footprint means that Studio Nicholson Soho will carry the full collection cross womens and menswear, as well as stocking the accessories range, leather goods and footwear. Speaking about the decision to open a second, larger London store in one of the city’s busiest retail districts, founder Nick Wakeman explained, “There’s a very distinctive energy to Soho that means the area never feels outdated, tired or boring. Our newest store is just around the corner from the historic Berwick Street market which has been thriving since the 1800s. We’re also right in the middle of what is sometimes referred to as the Golden Mile of Vinyl, because this part of town has the highest concentration of independent record shops in the whole of London. For me, there was no other option for our first flagship - Soho is epicentre of London culture."
The market and music heritage have helped Soho to retain a really strong sense of community, regardless of what’s been happening elsewhere in the city. Like a lot of people who moved to London in the 1990s, the shops, restaurants, galleries and bars in the surrounding streets were my playground when I was younger – the fact that it was also a world-famous shopping destination was just an added bonus. I have no doubt that our Calvert Avenue store will remain popular with the east London locals, but we hope that the location of Broadwick Street will mean that the Studio Nicholson flagship can appeal to a wider, international audience. Our new Soho flagship will be the blueprint for subsequent stores to be rolled out through Asia from 2022."
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