No 1 Carnaby by Sweaty Betty, London, UK
1 Carnaby St, Carnaby, London W1F 9QF, UK
Homegrown activewear retailer Sweaty Betty has opened a flagship in the heart of Soho. Crafted in collaboration with owners Tamara and Simon Hill Norton, the three-storey flagship spans food, fashion and fitness and beauty.
The new space aims to bring together the entirety of the Sweaty Betty lifestyle under one roof—whether that’s shopping, working out or indulging in a blow wave. All partners were selected based on their shared ethos and values.
With its crisp, multi-store design, Caulder Moore delivers a comprehensive active lifestyle experience.
Airy and breezy, Farm Girl is a first-floor casual cafe restaurant plating up healthy local food. (‘Food, glorious food’, according to the signage.) Visitors can enjoy a salad, sandwich or fresh fruit while seated amongst hanging greenery and ample views of the street below.
Around the corner, Duck and Dry is a futuristic-looking boutique hair salon providing blow dries and braiding by appointment.
Downstairs, the ground floor is dedicated to the brand’s activewear range. Bright attire is ranged on crisp white displays, with floor-to-ceiling windows and track lighting delivering a bright, empowering vibe.
In the basement a fitness studio features a rotating roster of popular classes from London’s top studios. These range from kick boxing to ballet to yoga and take place in a minimalist space appointed with punchy messaging.
Transitions are marked with whimsical seating and displays accompanied by signage and murals exhorting visitors to ‘get sweaty’. Fun graphics and potted plants add liveliness to the stripped back space.