Kent & Curwen launches Pacific Place concept store
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Fashion house Kent & Curwen, known for its cricket and rugby apparel, has launched a new concept menswear store in Hong Kong showcasing a collaboration between creative director Daniel Kearns and business partner David Beckham.
The former England soccer star has a key role with the brand under a deal he signed with its owner, Trinity International Brands. Kearns was previously with Alexander McQueen, Façonnable, Louis Vuitton and Yves Saint Laurent.
After an international rebrand, the British heritage label is aiming at a younger, more fashionable consumer.
Its new store concept at Pacific Place focuses on a central cube built from aged metal and hand-blown green glass, reminiscent of a decorative Victorian pub or orangery. Painted brick walls are a nod to the streets of London, from where Kent & Curwen draws much of its aesthetic.
Displays and storage is influenced by vintage school-gym apparatus, referencing the brand’s heritage of supplying sporting attire to British schools such as Eton and Harrow. And to mark the brand’s long association with Cambridge and Oxford, university-style panelling is reinterpreted into ceiling detail.
Kearns has taken the helm of the design of the collections, stores and packaging, working alongside Beckham.
Questions & Answers
Q.What is the primary focus of the new Kent & Curwen store concept at Pacific Place?
What is the primary focus of the new Kent & Curwen store concept at Pacific Place?
The new concept store centres around a cube crafted from aged metal and hand-blown green glass, evoking a decorative Victorian pub or orangery. Painted brick walls and vintage school-gym apparatus-influenced displays also feature prominently in the design.
Q.Who is responsible for the overall design direction of Kent & Curwen's collections, stores, and packaging?
Who is responsible for the overall design direction of Kent & Curwen's collections, stores, and packaging?
Creative director Daniel Kearns is at the helm of the design for collections, stores, and packaging. He works alongside business partner David Beckham, who has a key role with the brand, on these aspects.
Q.What kind of consumer is the British heritage label now targeting after its international rebrand?
What kind of consumer is the British heritage label now targeting after its international rebrand?
Following its international rebrand, Kent & Curwen is now aiming to attract a younger and more fashionable consumer. This shift is part of an effort to broaden the appeal of the brand.
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