Working in partnership with Brinkworth, the celebrated design agency behind retail concepts for brands such as Nike, All Saints and Whistles, the store introduces an innovative approach to contemporary retail. Incorporating elements inspired by Ben Sherman’s Heritage of Modernism set within a modern, sophisticated space, the store presents the Plectrum by Ben Sherman line, a premium collection of contemporary menswear.
Reflecting the brands authority in shirting, the centrepiece of the store is The Shirt Bar; a counter dedicated to shirting, and designed to make the task of finding the perfect shirt both easy and enjoyable. Staffed by Ben Sherman’s comprehensively trained experts in shirts, the Shirtelliers, it is here that customer’s questions will be answered and shirting solutions delivered with a premium retail experience. Catering to the inquisitive hoards of shoppers to be found almost permanently on Carnaby Street, the store’s windows are also something of an enticing showpiece. Featuring a fully interactive display showcasing a selection of seasonal products, passersby’s can command articles of their choice to be brought to the forefront of the display, where they will be shown 360 degrees in isolation, for their own inspection. Elsewhere in the store, icons of British design such as carefully sourced vintage inspired lighting fixtures and furniture to the fabrics used in the production of the collections themselves, are set amongst the clean space of a contemporary retail environment. This new retail concept will also feature within an entirely new store in Toronto, Canada, opening during the autumn, and later, will roll out to Ben Sherman’s global retail portfolio.