Retail Focus: Fred Perry's International Flagship by BuckleyGrayYeoman

Architecture practice BuckleyGrayYeoman has completed Fred Perry’s international flagship store in Manhattan

Words by Emily Martin
All Images: Tom Sibley

British architecture practice BuckleyGrayYeoman has completed Fred Perry’s latest international flagship store in Manhattan. The store will become Fred Perry’s first North American outpost and marks a landmark 10-year design collaboration between BuckleyGrayYeoman architects and the high-end British brand. The past decade has seen both firms completing stores in Stockholm, Seoul, Munich and Bangkok, as well as the retailer’s own head offices in London’s Mount Pleasant in 2017.

‘The Fred Perry brand is part of the UK’s international sporting and cultural heritage,’ says Amr Assaad, director at BuckleyGrayYeoman. ‘It has been fantastic to work on a project which fuses this contemporary British narrative with the iconic culture of New York City.’

The store’s exposed brickwork feature wallThe store’s exposed brickwork feature wall

The new NYC shop space, which occupies the ground floor of a historic building on Broome Street in Lower Manhattan, has been transformed from its former use as an antiques dealership for the past 35 years. But the design also celebrates the building’s history, and its tenants, thanks to details such as exposed original features and modifications, leaving the layers of occupation visible. Exposed mosaic tiled flooring is one design feature, which has been worked into the project, providing it with a unique character.

‘The result is a space of confidence and character, which highlights the brand’s culture and style and thoughtfully retains and reflects the history of the building,’ adds Assaad.

The store expresses Fred Perry’s renowned British style and features a contrasting palette of materials including matt-black steel and reclaimed wooden cabinetry. An exposed brickwork feature wall has been fitted with clothing rails and bespoke units to display the brand’s collections, collaborations and its archival gallery. A backlit polycarbonate wall, with the brand’s signature laurel wreath, works to separate the open-plan shop floor from back-of-house functions and complements the long, narrow floor plan of the townhouse building.

Reclaimed timber display units plus bespoke furniture allow for reinterpretations of the store’s layout, to suit the display of different collections as well as to host one-off events.

Fred Perry is located on the ground floor of this building on Lower Manhattan’s Broome StreetFred Perry is located on the ground floor of this building on Lower Manhattan’s Broome Street

Each Fred Perry store has been used to progressively develop the retail brand within a consistent visual approach through the use of bespoke finishes, artworks and archival galleries that add an authentic, individual character to each location.

‘Our partnership with Fred Perry over the past 10 years has given us the opportunity to form a close dialogue with the brand,’ comments Assaad. ‘Each and every element of this space has been designed to communicate the character of Fred Perry whilst responding to the building’s long and chequered history.’ 



Fred Perry

65 sq m

11 months

Progressive Media International Limited. Registered Office: 40-42 Hatton Garden, London, EC1N 8EB, UK.Copyright 2021, All rights reserved.