Liberty, Regent Street, London W1

Universal Design Studio has redesigned the store's central atrium to reflect the retailer's renaissance

Universal Design Studio writes:

Liberty recently unveiled its redesigned central atrium, showcasing the Liberty of London brand. The new boutique marks an important step in Liberty’s renaissance as a landmark London retailer and the evolution of the Liberty of London brand.

To get the space pitch perfect for the luxury brand, Liberty brought on board Universal Design Studio. Working in harmony with Tamara Salman, the brand’s creative director, Universal has looked to the spirit of the store at the turn of the 20th century while giving it a contemporary twist, embracing the traditional core values of the brand in a modern way. Thus patterns and textures synonymous with Liberty, such as the iconic Ianthe print or the Tudor rose carvings found throughout the building, form key starting points while modern materials and high sheen surfaces combine to create a very contemporary, de luxe environment.

As customers enter the Atrium, the boutique’s front entrance glass vitrines set the tone and define the space by creating a brand shop front. A striking 6m-long glass scarf bar creates a central focal point and is a modern reference to the traditional idea of a service counter. Behind this unit a 3m-high luminescent glass wall adds dramatic impact and draws the eye up into the Atrium.

The play on transparency and reflection continues with the use of smoked charcoal glass to both define and break up the space, while multileveled mirror and timber units allow for the curation of the collection. American Walnut display trays seem to float above mirror cubes, reflecting the hand-carved detail on the underside. These patterns are simplified and modernised versions of detailing found on paneling throughout the Tudor building, which have also inspired the carved Peacock blue gloss treasure box display cases.

This sensitive refurbishment, carried out with the approval of English Heritage, offers a space which clearly articulates the modernity and sophistication of the Liberty of London brand while also celebrating its design heritage.