Project Overview
House of Hackney, the luxury British brand that blurs the lines between fashion and interiors, opened its first flagship store in 2013 in the heart of Shoreditch.
Since its inception in 2011 the brand has built up a cult following through its list of luxury stockists and online at www.houseofhackney.com. The foundations of the house are built on quality that is made to last along with an emphasis on Made in England, supporting UK industry in the process.
MRA were asked to create a shop that would be the embodiment of the brand’s playful, irreverent style, decorated in its trademark statement prints and new collections and featuring its celebrated home wares and fashion designs, and where the beauty and ingénue of the collections can be seen in their entirety.
Occupying two floors, the flagship store was to become the embodiment of the brand’s playful, irreverent style, decorated in its trademark statement prints and new collections and featuring its celebrated home wares and fashion designs.
Project Commissioner
Project Creator
MRA Architecture & Interior Design
Team
MRA Architecture and Interior Design is a dynamic architectural consultancy specialising in the design and construction of high-quality retail interiors for a host of international clients.
Since its formation in 2002, MRA has developed a reputation for creating captivating environments that effectively communicate the client’s brand values whilst delighting and engaging the customer.
Led by directors Anshu and Stephanie Srivastava, MRA has established a track record for the successful design and project management of retail interiors from concept design to completion. Repeat work from several multinational brands is testament to MRA’s ability to meet client aspirations and deliver to programme, often working to complex briefs and tight deadlines.
Based in London, the consultancy has gained international project experience and an impressive portfolio, which demonstrates MRA’s clear thinking, bold concepts and expert delivery.
Recent and current projects include a new concept for MATCHESFASHION.COM in Wimbledon, the design of House of Hackney’s concessions in Liberty’s and Harrods, and Juicy Couture’s new flagship store in Regent Street, all in London.
Project Brief
MRA were asked to create a destination where collections (including fashion and interiors) could be seen in their entirety, providing a ‘touchpoint’ for followers of the brand and an environment reflecting House of Hackney’s nonconformist spirit and roots in traditional, high-quality craftsmanship.
Project Innovation/Need
Devised as a series of themed rooms: Garden, Fabric and Fashion, the store features dark furniture in House of Hackney’s signature ‘midnight’ colourway, offsetting highly decorative product. The style is Victoriana with a twist: ornate detailing accentuated by fabrics and wallpapers in vivid prints. Traditional black-and-white tiling contrasts with flamboyant decoration, its changing scale delineating the separate rooms.
In the Fabric Room large-format shelving showcases richly decorative cushions, and wallpaper displayed on hinged panels. Octagonal mirror panelling to the ceiling adds a sense of grandeur that matches the fabrics.
In the centre of the Fashion Room, a grand ‘conversation seat’ lends an opulent salon feel, providing waiting space near the fitting rooms, featuring ‘Hackney Empire Stripe’ paper and curtains. A double-height space at the rear uses signature ‘Hackney Empire’ wallpaper, adding a sense of theatre as customers take the spiral staircase to the lower floor.
On reaching the Furniture Showroom on the lower floor, visitors are immersed in a series of room sets. A traditional foundation of faux fireplace, parquet floor and panelling contrasts with a grid system overhead enabling the creation of flexible display space, where screens can be moved to form different ‘rooms’.
Design Challenge
A key challenge was the layout of the store - a narrow street frontage shared with the offices above allowed only a small window display, and entry to the store was via a series of steps.
We maximised the store's street presence with an eye-catching awning, featuring House of Hackney’s ‘Hackney Empire’ print, creating the ambience of a traditional storefront. Above this, the House of Hackney logo is picked out in delicate gold lettering, mounted on the existing stone fascia panel.
Spilling down the steps and on to the street, an array of fresh flowers and plants draws customers into store via the Garden Room, making the most of what is an awkward space in retail terms. Space is set aside for florists to make up bouquets – with a butler’s sink and brass taps – adding activity to the front area of the shop.
Sustainability
As House of Hackney are a young business, part of the brief was to create maximum impact for a minimum outlay. MRA created simple furniture, designed to be built on site using everyday materials, which were then painted in 'Midnight' to add drama and contrast with House of Hackney's vibrant designs.
Interior Design - Retail
This award celebrates innovative and creative building interiors, with consideration given to space creation and planning, furnishings, finishes and aesthetic presentation. Consideration given to space allocation, traffic flow, building services, lighting, fixtures, flooring, colours, furnishings and surface finishes.
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