British heritage retailer Kent & Curwen is bringing its new brand concept to Hong Kong.
Located in at Pacific Place, the men’s fashion brand has unveiled its recently revamped store design. Designed by French firm Architecture + Associés — which has worked on retail projects with brands such as Dior, Comme des Garçons, Viktor & Rolf and Diesel Black Gold — the store represents a new retail vision for the brand, which is now aimed at a younger more fashionable consumer.
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Inside, the cube-like store features aged metal and hand blown green glass, and painted brick walls to replicate traditional London streets. Kent & Curwen’s sports roots remain evident with vintage gym equipment and storage solutions featuring throughout the store, while on the ceiling, motifs feature signalling ties with Oxford and Cambridge universities.
The Pacific Place store also brings to Hong Kong the latest collaboration between Kent & Curwen creative director Daniel Kearns and ex-footballer David Beckham.
Beckham was recently recruited by Trinity International Brands, which owns Kent & Curwen, as a brand partner and creative influencer.
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Kent & Curwen plans to roll out the new store concept to 10 of the 100 Asian stores by the end of the year, which includes MixC Shopping Mall in Shenzhen.
Kent & Curwen was founded in 1926 and has its roots in the manufacture of sports uniforms, for clubs, colleges and universities.