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VM choice: Prism London in Chiltern Street

Prism London, Chiltern Street

This lifestyle flagship store stocks both men’s and womenswear, and has a super simple, super effective graphic: a black prism shape with white reversed-out font and intersecting lines, which spans the store window.

As with all good serendipitous accidents, the graphic was intended to be a temporary placement while the store, designed by VM/event and set designer Robert Storey of Storey Studio, and Richard Bennett, was completed. But after four months of fit out, it stayed.

Super-coolly, it works from inside the store as well as outside.

The range, designed by Anna Laub, of swimwear, casual wear, and accessories is housed on white surfaces set in to the cell–structured fixture along one wall in dark wood. Adding a fresh touch, and echoing the strong linear theme, are a series of herbariums – all open at the top for maintenance – which surmount the fixtures.

The original herringbone–laid parquet floor has remained, with a neat staircase down to the basement at the side of the store remaining unchanged apart from a glass surround.

Very nice, very sharp, very cool. Just right for a store so close to The Chiltern Firehouse.