A Timeless Quality

WITH THE FIERCE competition for consumers’ attention, there comes a threat of overdesigning a store by saturating it with too much. However, from New Bond Street in London to Greene Street in New York’s SoHo, luxury retailers are proving that high-quality retail environments start with sleek fixtures to beautifully showcase their high-end offerings and stand the test of time.

In London, British shoemaker Joseph Cheaney & Sons (Desborough, England), handmaking lace-ups and loafers since 1886, opened on New Bond Street last October. To honor this legacy of craftsmanship, its footwear needed to take center stage through simple yet elegant fixturing.

From the street is an up-close view of its offerings inside the 382-square-foot store, which sit upon up-lit triangular fixtures. Inside, the abundant sunlight from the windows showcases the rich, dark color of the walnut fixtures. The display on the far wall is reminiscent of an art gallery and softly backlit for refined illumination. These classic fixture designs create a seamless fit paired with the iconic, handmade merchandise.

At the center of the store, visitors find an “exploded” shoe display that outlines the more than 160 steps required to make a Cheaney shoe. For the new store, Cheaney again turned to Checkland Kindleysides (London), which designed its Jermyn Street flagship in 2014.

“(It) contrasts the design language of craftsmanship and the theater of their factory,” says Joe Evans, Creative Director Checkland Kindleysides, “with those of high-end luxury and refined modernity.”

Joseph Cheaney’s New Bond Street store features fixtures crafted from high-end materials alongside homages to the brand’s history.

Inspiration for the fixture design was also found in classic cars, according to Evans, referencing an accessories fixture with bull-nosed zinc corners “crafted by an artisan metal worker who’s a specialist restoring Spitfires.”

The store is topped off with historic references: At the entrance, antique oil paintings of Joseph Cheaney and his son are featured, and a central cutting table showcases tanned leathers and cut-out silhouettes of cobbler tools. Strategically placed mirrors on the back wall reflects natural light from the fully glazed exterior. A prominently placed complimentary shoe polishing station offers a dash of theater to passersby. Cheaney also offers shoe repair, a nod to sustainability as well as long-term value aimed at attracting a younger customer.

Across the pond, in New York’s SoHo neighborhood, Christian Dior Parfums (Paris) has a new home for its beauty business nestled between its two ready-to-wear stores on Greene Street. Rife with the brand’s iconic baroque aesthetic, this store is crafted for timelessness.

THIS IMAGE: Set against a white backdrop, Dior’s distinct baroque aesthetic is central at its latest SoHo location.

The store is akin to a jewel box, with gold-accented displays set against a white-on-white backdrop. Inside, visitors are drawn to the golden tower (incorporating the brand’s CD logo) mounted on top of the warmly illuminated central fixture table. Here, guests are encouraged to try the showcased fragrances of La Collection Privée.

Nearby, customers will find the complete collection range lining the wall display, which is brightly lit, allowing the fragrance bottles and sunburst props to shimmer. Also highlighted are jewelry and limited-edition items – depending on the season and collection. To complement the warm golden elements is a wall-mounted sculptural sun, inside of which is a large-scale CD logo.

A starkly minimalist white hue makes up the backdrop of the compact store, allowing its eye-catching displays and merchandise to speak for themselves. Amongst the luxury offerings on Greene Street, there is no mistaking the timeless, shone-in-gold Dior brand.

PHOTO GALLERY (14 IMAGES)

PHOTOS: CCHECKLAND KINDLEYSIDES | FRANCIS DZIKOWSKI FOR CHRISTIAN DIOR PARFUMS