Step Inside Raey the brands first standalone store in Notting Hill

Step Inside Raey.

In mid-2016, sfd were approached by Raey to work on the initial concept of the brand’s first London store. The clean and minimal clothing of Raey was previously available exclusively at Matches, who own and develop the brand, but owing to its online success has been given a physical presence in Notting Hill, neighbouring the Matches store next door.

sfd’s in-house design agency, Our House, worked on complementing the label’s androgynous minimalism with the store interior, while mirroring the luxury materials and finishes of the pieces on sale. Relaxed and effortless, the collection demanded a blend of clean finishes and elegant details to enhance the men’s and women’s collections. Customer experience was paramount to the design, developing a warm, welcoming and relaxing environment that should be expected of high-end retailers in the area but with Matches’ and Raey’s laid-back cool.

Step Inside Raey the brands first standalone store in Notting HillStep Inside Raey the brands first standalone store in Notting HillStep Inside Raey the brands first standalone store in Notting Hill

Refined materials, like marble and terrazzo, added natural elements and interest with a premium feel on the shop floor. The terrazzo created a seamless cash desk and backdrop, while the European marble used to create a basement wall incorporating display shelves. The brand’s signature colour palette of natural tones, black, grey and blush pink was reimagined in these materials, which also made up walls, tables and display plinths. Wall colours and carpets also adhered to the calming scheme, with the latter adding a sumptuous feel to the basement floor alongside velvet-curtained fitting rooms and inviting leather furniture. Timber parquet flooring, polished brass rails with wooden branded hangers and potted foliage work to soften and warm the space.

Once the design was developed and approved, sfd worked on the procurement, manufacture and build of the store interior, achieving the high standard that was essential for Raey’s first foray into offline retail.

Raey is now open at 83 Ledbury Rd, Notting Hill, London W11 2AJ

Step Inside Raey the brands first standalone store in Notting HillStep Inside Raey the brands first standalone store in Notting HillStep Inside Raey the brands first standalone store in Notting HillStep Inside Raey the brands first standalone store in Notting HillStep Inside Raey the brands first standalone store in Notting HillStep Inside Raey the brands first standalone store in Notting HillStep Inside Raey the brands first standalone store in Notting HillStep Inside Raey the brands first standalone store in Notting HillStep Inside Raey the brands first standalone store in Notting HillStep Inside Raey the brands first standalone store in Notting HillStep Inside Raey the brands first standalone store in Notting HillStep Inside Raey the brands first standalone store in Notting Hill

Raey is now open at 83 Ledbury Rd, Notting Hill, London W11 2AJ

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