Fenwick / Bracknell
Fenwick’s first store in fourteen years launched this September, with a masterplan and interior concept created by London-based design studio HMKM. The 80,000 square foot space occupies an anchor site in The Lexicon, a major new retail development in the heart of Bracknell, and has been designed to create a striking landmark for the town.
Continuing their long-standing relationship with the brand, HMKM explored ways of evolving the new concept thinking created for the Colchester store launch in 2016, developing a refined yet glamorous aesthetic that combines streamlined graphic shapes with engaging, tactile finishes. This time out, that language comes infused with nature-inspired forms and surfaces, echoing the royal forests that surround Bracknell, and the green vision which underpins the town’s ambitious redevelopment. From the outside, a striking facade of perforated aluminium and glass designed by RFK Architects gives the retailer a confidently contemporary presence, with large windows offering sightlines in and out of the store. Inside, that aesthetic continues with escalators clad in hole-punched panelling, and jumbled floor tiles patterned to evoke dappled woodland light. The building’s large floor plates are anchored by a series of bold architectural statements, from tree-inspired column surrounds to the striking digital installation which cascades through the central triple-height atrium.
Throughout the store, graceful architectural frames are used to shape and define the customer journey, whilst subtle shifts in detail and surface create smooth transitions between departments. On the ground floor, for example, the grand circular rings of light and subtle panelling that define beauty and accessories give way to exposed ceilings, rectangular forms and a darker material palette in the adjacent menswear space. One floor up, the store’s womenswear areas come bathed in natural light, with herringbone-tiled flooring leading the customer seamlessly from the denim area’s exposed frameworks and playful graphics to the delicate hues and intimate spaces of the lingerie room.
Rounding off the experience, the top floor’s homewares areas are anchored by Fuego, a Fenwick owned Mediterranean wine bar and restaurant, complete with roof terrace and offering striking views across Bracknell - and by a vibrant new childrenswear and toy department, packed with vivid colours and imaginative details. A ‘magic’ interactive tree within the kids space completes this multi category floor.
135 years after its first store opened in Newcastle, Bracknell’s launch marks another exciting milestone for the Fenwick Group. Its palette of slim metal, warm timbers and soft lacquer tones reinforces the brand’s refined modern style, whilst dramatic architectural statements, imaginative new department concepts and elegantly-integrated digital moments underline its confident vision for the future.