heidi klein, London

Photos by Kate Berry

Swimwear retailer heidi klein opened a new store concept that will serve as the launchpad for the brand's international expansion.



With its refined, residential stylings, the store is designed to transport customers into an oasis of calm with a space that is light and warm. The walls, flooring and ceiling are all white, with an accent color of soft gold taken from the branding. Green palms add freshness and vibrancy. (The store was designed by Kinnersley Kent Design, London.)



The layout is inspired by domestic zones, creating a lifestyle-oriented environment that displays the brand's merchandise range, which has expanded to include apres-beachwear, menswear, childrenswear and accessories. Each item of the core swimwear collection is displayed in one size only, maintaining the brand's spare, luxe aesthetic. Integrated drawer units throughout hold stock in other sizes.



Over-sized brushed brass door handles announce the beginning of the fitting room area. The rooms are luxurious, with cushioned seats (hessian pouffes). White, framed wall-paneling strikes a domestic 'wardrobe' note.



A lounge area just outside the fitting rooms is in keeping with the store's residential feel, with its bespoke-designed armchairs and side tables. Images from current heidi klein campaigns are displayed on the wall behind the seating, and also in the fitting room common area.