Johnstons of Elgin’s, London
77 New Bond Street, London W1S 1RY
With its new flagship in London; its first south of the Scottish border, Johnstons of Elgin’s can now bring its entire product showcase to its customers without the need for a trip to the highlands.
Outfitted by Checkland Kindleysides, the store’s aesthetic is inspired by the company’s textile-based heritage, with mill motifs and nods to the cloth manufacturing process throughout its five storeys.
A vast storefront window display is used for brand and product storytelling, which is continued inside with old-fashioned mosaic flooring and archival photos of the Johnstons factory and its early products. Trade customers are directed to the upper wholesale and showroom levels, while retail customers are guided to the ground floor, with its displays of women’s accessories and knitwear.
Design consultancy Checkland Kindleysides has created a mill-inspired London retail setting for this storied Scottish wool and cashmere purveyor.
A twelve-metre custom-woven herringbone runner traces the length of the room, providing a path for customers to follow, and leading the way down to a basement retail level. Granite, recycled glass and whitewashed brickwork provide a nod to the company’s heritage and offer crisp contrast against the soft warmth of the products, all carefully laid out in blocks of vibrant colour.
Meanwhile, floor-to-ceiling threads used as merchandising fixtures recall the warp of a loom, and features such as a folding table with a tape measure and magnifying lamp encourage customers to inspect the products in a way that reflects the QA process of a textile mill. Swatch samples and “pins-and-thread” signage throughout underscore the brand’s traditional origins and its pride in its heritage.
The new flagship store is stylish, elegant and cohesive – and just like Johnstons of Elgin’s products, there’s not a loose thread to be found.