Fred Perry has opened a new flagship store in Soho, returning to a district closely tied to the brand’s cultural history. Located on Lexington Street, the opening forms part of its continued investment in physical retail.
The space has been conceived to reflect Soho’s longstanding association with music and youth culture, positioning the store as both a retail environment and a setting for events and community activity. The brand also references its former head office in Golden Square as part of its connection to the area.
The design concept centres on the idea of ‘BIG Sound’, using music as a guiding principle for the architecture and interior detailing. Developed collaboratively with Brinkworth, elements throughout the store draw on vinyl culture and sound system aesthetics, with fixtures referencing speaker cabinets. Bespoke audio equipment has been provided by Friendly Pressure to support the store’s role as an event-ready space.
The store also incorporates references to the nearby 100 Club, a long-time partner of the brand. Design features inspired by the venue include its distinctive red interiors and archival photography, integrated into areas such as fitting rooms and the cash desk. These elements are intended to create continuity between the store and Soho’s live music heritage.
Fred Perry states that the new location has been designed to engage a broad range of subcultures historically associated with the brand, including mods, Rudeboys and Northern Soul communities. The approach combines these references with a contemporary design language intended to avoid overt nostalgia.
The opening forms part of the brand’s lead-up to its 75th anniversary in 2027 and reinforces its ongoing investment in retail as a platform for cultural engagement.
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