Our relationship with Fred Perry is longstanding, having designed its stores from Shanghai to Paris, Manchester, Berlin, Riyadh and the Philippines. We partnered with the much-loved British brand on its London homecoming, with a flagship store in Soho.

This is a thoroughly modern take on Fred Perry’s deep connection with the area and its rich musical heritage, referencing past culture without ever collapsing into nostalgic clichés. The space speaks to all the diverse subcultures who have adopted the laurel leaf as their emblem, united in attitude, which the store has in spades.

We worked with Fred Perry to develop the ‘BIG Sound’ concept, steering an architectural expression in which sound becomes a crafted element of the space. Design features throughout take cues from vinyl and music culture, shaping the store's atmosphere and echoing the rhythm, energy, and heritage of Soho and Fred Perry.