Client : Private White
Business : Retail
Location : Mayfair, London
SQM : 250
Completed : 2014

Heritage meets prestige.

Manchester heritage brand Private White’s V.C has been producing men’s clothes of exceptional quality since 1853.  

Having successfully completed the fit out of Private White Salford, NoChintz was briefed again by the brand to develop a concept for its new flagship store at the heart of Mayfair, London. By evolving its existing concept for Private White NoChintz was able to deliver a design that was in keeping with the brand’s identity while fitting for its new home on one of London’s most prestigious streets.

Conversations around the idea of clothing as art played a pivotal role in the development of the new concept, which saw the space transformed into a gallery environment with the Private White’s finally tailored garments firmly in the spotlight. Copper detailing taken from the clothing carries through into the lighting and rails, while other fixtures and lighting reference the brand’s northern workshop through pulley systems.  

While this pared back gallery space allows its products to shine it does not forego comfort and NoChintz paid particular attention to creating a space that is both welcoming and engaging. Eclectic furniture meets vintage pieces in this aspirational environment and a main copper counter top with studded detail references traditional garment and shoemaking techniques.  

A premium seating area and large changing room conjures the feeling of a private home, where visitors are invited to relax and have a drink. Hidden TV screens showing rolling factory images coupled with clamp lighting visually draw upon the heritage story imbued in every one of Private White’s pieces and heritage is further referenced through the retained high ceilings and brick finishes. A concrete effect floor blends seamlessly with services and unitary finished in the same warm grey combined with reclaimed timber, punctuated by a bespoke timber staircase designed by the studio for the project.