Pepe Jeans has opened a new flagship store in London’s prestigious Regent Street, unveiling a new store concept that will set the standard for future Pepe Jeans retail outlets to come.
The colorful interior was conceived by Martin Brudnizki Design Studio. It is meant to reflect Pepe’s brand ethos of being accessible to all ages through its playfulness: Cork is paired with brass detailing, plywood walls with vibrant geometric vinyl shapes and patterned tiles.
The 150 square-meter space holds women’s- and menswear, denim, accessories and footwear on one floor.
A signature space for the store is Pepe’s globally tested Custom Studio, where customers are given the option to add graphics, text, studs and distressing to their jeans and jackets for the first time in a London store.
In the accessories area, a bold yellow sofa is complemented by a vintage side table and copper shaded lamp. Right next to it you can see an exclusive artwork by denim artist Ian Berry, an ongoing collaborator of Pepe Jeans.
The changing rooms are equipped with RFID technology, allowing customers to see styled full-look images of the garment they are trying on on an interactive screen. It also links the customer to the sales assistant so that he/she can request another size without having to leave the changing room.
“[…] We are really excited to brand presence on Regent Street, arguably the best street in London to deliver both a premium brand perception and strong footfall. […] Our objective for Regent Street was not just to open a new store, the objective was to deliver an innovative retail experience”, said Mark Blenkinsop, Pepe Jeans Group’s chief marketing officer.
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