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Design showcase: Fred Perry's New York flagship store

Heritage sports fashion brand Fred Perry has opened a new flagship store in New York City. The brand, founded by eponymous former Wimbledon champion Fred Perry in 1952, has a 65 sq m (700 sq ft) store on Broome Street in Lower Manhattan.

The ground floor space – an antiques showroom for the last 35 years – has been redesigned by architecture and design group BuckleyGrayYeoman. The practice has worked with Fred Perry for a decade, designing stores in Stockholm, Seoul, Munich and Bankok.

In New York, the store seeks to blend Fred Perry's classic sense of Britishness with the identity of New York. Original architectural features of the space have been left on display, along with later modifications, to show the layers of occupation and uses the building has been put to.

Contrasting materials are used to add Fred Perry's character to the building. These include matt black steel, and flexible reclaimed wooden cabinetry. A wall of exposed brickwork has been fitted with bespoke merchandising rails, and an archive gallery.

A backlit polycarbonate wall, featuring Fred Perry's laurel wreath corporate identity, separates the open plan store from back-of-house space.

“It has been fantastic to work on a project which fuses this contemporary British narrative with the iconic culture of New York City,” says BuckleyGrayYeoman director Amr Assaad.

“Our partnership with Fred Perry over the past ten years has given us the opportunity to form a close dialogue with the brand. Each and every element of this space has been designed to communicate the character of Fred Perry whilst responding to the building’s long and chequered history. The result is a space of confidence and character which highlights the brand’s culture and style and thoughtfully retains and reflects the history of the building.” 

Fred Perry is keen to highlight its connections with music and popular culture. Its recently-opened store in London's Camden also features a curated exhibition space.

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