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

The material palette is of composite cement board, ash and hand-painted hot rolled steel. All joinery was CNC cut and prefabricated offsite to allow for a fast and efficient install, minimising site presence and construction time. Each element is detailed to suggest weight and solidity.

Project Architect:
Christian Brailey


Berwick Street, Soho W1