Belstaff has revealed its freshly refurbished 2,077 sq ft flagship store at 203 Regent Street, a reimagined space that has been designed in collaboration with Scandinavian architecture and interior design studio Specific Generic.
The new look for the store, which is housed in a Grade II listed building and originally opened backed in September 2019, “signals an exciting new chapter in the brand’s product and design evolution”, as it gears up to celebrate the 100th anniversary of its founding next year.
The concept for the store began with the notion of a “future garage”, drawing inspiration from the brand’s diverse motoring heritage and its history of innovation while envisioning what that means in a new era.
Within the space, which is now showcasing Belstaff’s AW23 collection, materials have been carefully selected “to convey the underlying tensions between old and new, and constancy and change, which still underpin the brand today”.
Smoke-hued Staffordshire blue ceramic tiles by Ketley Brick cover the floors, nodding to the vernacular stone that was often used on the floors of the industrial workplaces and potteries of Stoke-on-Trent, where the brand was founded in 1924.
Overhead, stark lighting highlights the products and ties in with the lightboxes that are set above race cars in Formula 1 garages. On the ground floor, gently curved walls covered in natural clay “guide customers through the space and encourage exploration”.
Brushed stainless-steel elements add industrial touches, while hand-hewn wooden benches and shelving by Studio Fonk nod to the outdoors. Additionally, the brand’s ‘Phoenix’ logo is subtly stamped in places on the tiling throughout.
Jodie Harrison, Global Brand Director at Belstaff, said: “This is a real moment for us, as the vision and conversations we’ve been having as a relatively new team over the past two years finally come together, spatially, in our London home.
“Everything in the space has a reason and a purpose. This is the new era of Belstaff, a brand not held back by its history, but propelled by it.”