The glowing neon signage that wraps the front of JW Anderson\u2019s newly minted flagship makes it somewhat camouflaged in its gritty Soho surrounds. Perched on the corner of London\u2019s Brewer and Wardour streets, a \u2018Las Vegas\u2019\u00a0amusement arcade sits directly next door while a jumble of tattoo parlours, adult bookshops and...
has opened its first UK flagship in the west end, cleverly blending glossy new finishes with references to the building’s not-so-polished past’s newly minted flagship makes it somewhat camouflaged in its gritty Soho surrounds.
‘When I first moved to London, I would eat in Soho every night,’ he recalls. ‘I would go to Maison Bertaux and there was an amazing woman there who would always say, “you can’t sit there” when you tried to sit down, because there was some other customer who always sat there. It actually reminded me of where I grew up in Northern Ireland because you’d be told the same thing in the local pub. So to encounter that in London, which is one of the biggest cities in the world, was kind of comforting.
The brief, Anderson reveals, was non existent, but having already worked with 6a on his career-defining show, Disobedient Bodies, at The Hepworth in 2017 he was confident that the architects had an innate understanding of what he wanted. ‘In Mayfair your job is to stand out and to outdo your neighbours, but in Soho you just need to blend in. It’s an area that holds a lot of memories and people are fiercely loyal to it, so you have to do something that joins in and participates in the neighbourhood.’into the Soho environment and which parts of that environment we interested in keeping?"’.
‘This abrupt contrast is also present in Jonathan’s work, which is also why we wanted to translate that into the interiors,’ explains Emerson.
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