Natural Selection Store

Located in the heart of Soho, this shop was created for Natural Selection London; a menswear brand specialising in Japanese selvedge fabric.

The design is informed by the apparent contrast between fashion and architecture; where architecture is led by the desire for permanence, and fashion driven by constant change and renewal. Inspired by the excavation of an architectural ruin, the fit-out features perimeter display stands recalling geological strata and a series of free-standing cylindrical core samples.more
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The material palette includes a composite wood fibre board, ash and hand-painted hot rolled steel. All joinery was CNC cut and prefabricated offsite to allow for an efficient install, minimising both material waste and construction time on site. Each element is detailed to suggest weight and solidity.

Project Architect:
Christian Brailey

Fabricator:
Jailmake

Location:
Berwick Street, Soho W1