14 Jan INTERIOR DESIGN TRENDS 2016
Johnstons of Elgin commissioned Checkland Kindleysides to create a new home for the brand in London. Historically, determined customers had to travel hundreds or even thousands of miles to see their full collections at their mills in Scotland. Their new flagship store on New Bond Street provides them with a showcase to present a selection of their beautiful products which their craftsmen and women have been perfecting at their mill in Elgin for the last 218 years.
As a manufacturer of knitted and woven cashmere and fine woollens, from fibre to the finished product for over 200 years, the craft and spirit of Johnstons of Elgin’s textiles provided the inspiration for our concept; this has been celebrated through a contemporary store design which draws on their provenance and heritage of the brand and its positioning as a label that presents customers with traditional timeless pieces with a twist.
In designing the store we looked at the process of how the cloth is made, and abstracted this idea to inform the interior architecture of the space, creating links back to the mill and the company’s Scottish heritage, with elements of the design and visual merchandising subtly referencing Johnstons of Elgin manufacturing process as well as communicating their reputation for producing the finest cashmere.
We opened up the storefront to provide a dramatic window where brand and product stories can be told, and as the store opens the display features cashmere ‘snow’ with knitwear presented on gift-wrapped display plinths, set in front of a ‘Scottish Highland’ voile backdrop. The shopfront itself is framed with a textured microcement surround, inspired by the texture of the Scottish landscape and finished in a sharp contemporary way. Whilst Johnstons of Elgin’s logo is debossed into the fascia, giving it a feeling of authenticity and permanence.