Julien Macdonald Ltd has been evolving from designer fashion label business to leading ‘British luxury brand’. Part of this evolution has been signalled by a recent move into a Grade 1 listed Town House off Saville Row. The building is home to Julien Macdonald’s atelier and the Hargreaves family business.
Understanding the needs of all who work within the atelier was an essential part of enhancing ways of working, both creatively and practically. Capturing the energy and creativity of Julien Macdonald was key to embracing the culture and values of the business. We designed each room to flex across the atelier allowing spaces to double in size in the run up to London Fashion Week. These spaces include: a concierge reception, press office, fitting and model casting catwalks, brand events space and private VIP spaces for bespoke fittings/viewings of collections.A luxurious feel was created through piano gloss finishes, silver and chrome and smoked glass with a mix of design classic and contemporary elements to complement the listed building. Signature features included a family of curated bespoke furniture pieces – mobile dressing screens with integral illumination, luxurious pop-up fitting rooms for ultimate discretion and flexibility, and lightweight freestanding aluminium ‘sketch-book’ work screens to present the ongoing development of collections to varying audiences.
The atelier marks a key turning point for Julien Macdonald Ltd – a business set on growth and expansion as a leading British luxury brand. The experience created here at the heart of Julien Macdonald is designed to bring this story alive, celebrating the glittering potential and creating an ongoing buzz.
