As an architectural composer, I had the pleasure of conceptualizing a series of designs for the fashion design brand Paul Smith. The idea behind this commission was not only to create spaces that reflect the playful and colorful nature of Paul Smith's designs but also to infuse a sense of maturity and sophistication in these spaces.

It is widely known that Paul Smith's stores are often located in historic buildings in London, and these locations served as a starting point for the designs. The challenge was to blend the brand's aesthetic with the architectural elements of the surrounding area while creating spaces that are visually striking and inviting.

My first design series was inspired by the idea of a "color spectrum." The concept involved using colored wool yarn panels to create a rainbow effect throughout the space. The panels were positioned in such a way that natural light would pass through them, creating a dynamic and ever-changing display of color. The space was intentionally maximalist, with pronounced organic shapes in volumes often hiding the straight lines of the host building, allowing the colors to take center stage. The idea was to create an immersive experience that reflects the playful and creative spirit of Paul Smith's designs.

My second series was inspired by the brand's frequent use of patterns and textures. I envisioned a space that would be covered in vibrant, organic patterns. These patterns were created using original wool and cotton blend textiles infused with his signature pigments, arranged in a way that mimics the pattern of a kaleidoscope. The space would feel like a whimsical, three-dimensional puzzle, with each stride of fabric contributing to the larger picture. The idea was to create an environment that was both visually engaging and emotionally uplifting, leaving customers with a positive and uplifting impression of the brand.

My third series was inspired by the historic buildings in London where many of Paul Smith's shops are located. I imagined a series of spaces that would blend parametric design elements with traditional architectural features. The space was divided into different areas, each with its own unique color palette and design theme. For example, one area might feature a bold, textured wallpaper pattern, while another might incorporate intricate textile work. The spaces would feel like a contemporary take on a classic English maze, with a warm and inviting atmosphere that invites customers to linger and explore.

The key to all of these designs was to create a space that embodies the same sense of playfulness and creativity that is inherent in Paul Smith's designs. These spaces are not just stores but immersive experiences that transport customers into a world of color and texture. The goal was to create an emotional connection with customers, leaving them with a positive impression of the brand that encourages them to return time and time again., so much so that in some cases some “stay a while” feathers such as bars and cafes were incorporated since building this tangible version of Paul Smith’s playfulness might invite customers and brand loyalists to enjoy its atmosphere for longer periods of time, quite intentionally since the concept of time and space seems to dilute as soon as we walk in.

As an architectural designer, I understood that Paul Smith's main sources of inspiration, such as the architecture of London and the colors found in nature during his childhood in Nottinghamshire, were driving factors behind these conceptual designs. By channeling these influences into our designs, we hope to create spaces that truly capture the essence of the brand. The spaces are designed to be more than just a retail location, but rather a space where customers can connect with the brand on a deeper level.

One of the unique features of Paul Smith's stores is their ability to overlay seamlessly with their surroundings while not necessarily blending, which is precisely why my approach focused on elevating that idea to new and unexpected heights. The stores are often located in historic buildings, and the designs are created to enhance rather than detract from the existing architecture. This was a crucial consideration in our design process, as we wanted to create spaces that were not only visually stunning but also respectful of their surroundings while not submissive to their constraints.

Designing spaces for a fashion brand like Paul Smith requires a deep understanding of the brand's values and aesthetics. Through the use of color, texture, and architectural elements, we can create spaces that reflect the playfulness and sophistication that define Paul Smith design and brand ethos. These designs are not just about selling clothes; they are about creating a memorable experience that resonates with customers long after they leave the store.