Aquascutum launched its new look flagship store in London, England, following a major redesign by our studio in London. Aquascutum had a clear objective in mind – to attract the sophisticated, confident female shopper. The new look communicates the richness of the Aquascutum brand and translates it into a more contemporary idiom, with flair and style.

In keeping with the brand’s status as a modern British classic, the new ‘House of Aquascutum’ combines the best of traditional and contemporary design. The environment contains a number of eye-catching features to attract and delight customers including the spectacular handmade crystal chandelier that fills the space of the central staircase; and the ‘Gem Box’ – specialist etched glass panelling allowing direct visibility from the street into the store, designed to highlight Aquascutum’s most beautiful, seasonal ladies’ accessories.

The new flagship store has generated significant press attention as well as much positive comment among shoppers.

Award winner Retail Week Award – Store of the Year 2004