Berwick Street Shop Design

Located on Berwick Street in the heart of Soho, this menswear shop was designed for Natural Selection London, a brand specialising in Japanese selvedge fabric.

Design Concept

The shop design is informed by the apparent contrast between fashion and architecture: architecture is driven by a desire for permanence, while fashion is defined by constant change and renewal. Inspired by the excavation of an architectural ruin, the fit-out features perimeter display stands that recall geological strata and a series of free-standing cylindrical core samples.

Detailed Design

A tactile material palette of composite wood fibre board, ash timber, and hand-painted hot-rolled steel gives the space a sense of weight and solidity, complementing the brand’s focus on craftsmanship and durability.
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All joinery was CNC-cut and prefabricated off-site to allow for cost-effective and efficient installation, minimising material waste and reducing construction time at the shop. This allowed Natural Selection London to open and start trading rapidly, improving both customer access and commercial performance.

If you’re planning a new retail space or looking to refurbish an existing store, we’d be happy to help. Contact Architecture for London to discuss your shop fit-out or store design project in Soho and across London.

Project Details

Project Architect:
Ben Ridley

Fabricator:
Jailmake

Location:
Berwick Street, Soho W1