New Store Opening



Our new retail space, designed and fabricated by @butlerarchive and HTR aka @studiomeji.

The design of the new retail space intended to communicate our brand’s transformation and location move, from a narrow space on the hectic Shoreditch High Street to a voluminous environment and more relaxed shopping destination. It has been meticulously designed to be inviting to passersby, encourage browsing and to give customers relaxed shopping experience. The general intention is to impose the feeling of calmness and serenity to visitors.

The previous occupier of the space left a major imprint, this was carefully stripped back and tweaked to communicate the needs of the new client – previous fixings were modified, reused and made modular to encourage re-merchandising. The focus was highly placed on durability and functionality, a material palette of dark steel, concrete, marble, glass and fabric were used throughout to give the space its look and feel. The main feature of the space is the “pod” – a space within the space, to be used for art installations, retail campaigns and workshops.

Not Just Another Store is located on 31 Redchurch Street, E2 7JB

Photographs by @emilyr.marshall