Music themed Fred Perry opens in Camden ahead of Hawley Wharf project
Fred Perry opened a store in Camden on Thursday with the shop at 255 Camden High Street playing up the area’s musical legacy. And with that in mind, the opening event on Thursday featured DJ sets from Massive Attack’s Daddy G and British newcomer Taylor Skye.
The property itself is part of the estate run by LabTech, owner of Camden Market, and covers two floors. It was designed by retail studio company Rizlly and features a contemporary space with concrete floors centred around spotlights. These are intended to mimic a stage-like presence on the shop floor.
The ground level contains the brand’s latest collections and collaborations for men and women, including the original M12 and G12 Fred Perry Shirts.
But the basement area is particularly interesting as it’s curated by freelance art director Mat Bancroft and is a dedicated exhibition space. It was “inspired by the local area’s artists and icons, bringing together rare original artefacts and images that trace elements of Camden’s musical history from 1966 to today.”
Jenna Barry, LabTech’s Senior Asset Manager, said the opening marks a new chapter for high street. “The brand’s British roots and commitment to creating a store centred around the area’s musical scene will be a key footfall driver for this area of North London, among other popular brands located here such as All Saints, Urban Outfitters and Ray-Ban,” she added.
The opening comes ahead of a major project due to be delivered by LabTech next year with Hawley Wharf being created to “strengthen Camden’s status as a fashion destination.”
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