Barrett Street….an iconic brand hub for new generation retailing

Location: London. Size: 45,000sq.ft

In collaboration with Architects Squire and Partners, d_raw associates have created the ultimate brand statement for one British retailer, and potentially the UK’s first truly iconic piece of retail real estate.

Housing the brands new, multi-storey flagship store, brand headquarters and personal penthouse space, the site addresses more eloquently than ever before the debate on the future of brand identity – vigorously reasserting the notion that visual presence and direct respondent brand perception are now equally as important in modern retailing (if not more so) than the product itself.

Epitomised by its distinguishing feature – the 50mm thick façade of serrated perspex (which spent some 3 years in development and has never previously been used within the construction industry on such an expansive scale) the site stands as an emblem to a new generation of retailing. From the core to the surface Barrett Street is a comprehensive exercise in achieving full brand integrity through massively ambitious architectural design.