Carhartt WIP Shoreditch - A Material Rich Flagship in the Heart of East London.
Brand icons, crafted details, and sustainable materials converge in a refined retail space.
Anchoring the Brand with Iconic Visual Touch-points
Carhartt WIP’s new Shoreditch flagship establishes a bold presence in one of London’s most dynamic retail neighbourhoods. The brand’s iconic “C” logo features prominently in two forms: a solid cast brass door handle and a glowing green neon sign at the rear of the store. These simple but bold gestures serve as a physical touchpoint and a visual marker to draw customers into the space.
A Layered Interior Built from Contrasts and Craft
The store opens with a terrazzo floor, defining the entry zone before giving way to a more open rear layout. At the centre, a monolithic cash desk made from recycled plastic, a material typically found in agricultural applications, is reimagined as a colourful, textural focal point that subtly speaks to Carhartt’s sustainability ethos.
Functional Display with Architectural Discipline
Accessories are displayed on a custom Douglas fir pegboard with glass vitrines for high value items. Oversized black metal display fixtures echo the mechanical pole connectors used throughout the space. Shelving and furniture crafted from solid Dinesen Douglas fir planks bring warmth and continuity to the product displays.
Toward the back, off-white walls and exposed brick are broken up by a grid of matt black poles, which divide the space into modular product bays and provide functional structure for garment display.
Sculptural Interventions by Odd Matter Studio
A creative collaboration with Dutch studio Odd Matter brings a further layer of personality and narrative to the store. Three site-specific sculptural pieces; a large abstract totem in the window and two mid-floor display plinths, are crafted from a mixture of cork chips and coloured plaster. This material, developed uniquely by the studio, forms the basis of the ‘Mass’ collection, adding depth, tactility, and curiosity to the space.
A Confident Expression of Brand, Context, and Craft
Carhartt WIP Shoreditch merges East London industrial energy with a global design sensibility, balancing raw materials with careful detailing and thoughtful brand expression. It’s a store that feels locally grounded yet internationally fluent, designed with clarity, character, and cultural resonance.
Carhartt WIP Shoreditch - A Material Rich Flagship in the Heart of East London.
Brand icons, crafted details, and sustainable materials converge in a refined retail space.
Anchoring the Brand with Iconic Visual Touch-points
Carhartt WIP’s new Shoreditch flagship establishes a bold presence in one of London’s most dynamic retail neighbourhoods. The brand’s iconic “C” logo features prominently in two forms: a solid cast brass door handle and a glowing green neon sign at the rear of the store. These simple but bold gestures serve as a physical touchpoint and a visual marker to draw customers into the space.
A Layered Interior Built from Contrasts and Craft.
The store opens with a terrazzo floor, defining the entry zone before giving way to a more open rear layout. At the centre, a monolithic cash desk made from recycled plastic, a material typically found in agricultural applications, is reimagined as a colourful, textural focal point that subtly speaks to Carhartt’s sustainability ethos.
Functional Display with Architectural Discipline
Accessories are displayed on a custom Douglas fir pegboard with glass vitrines for high value items. Oversized black metal display fixtures echo the mechanical pole connectors used throughout the space. Shelving and furniture crafted from solid Dinesen Douglas fir planks bring warmth and continuity to the product displays.
Toward the back, off-white walls and exposed brick are broken up by a grid of matt black poles, which divide the space into modular product bays and provide functional structure for garment display.
Sculptural Interventions by Odd Matter Studio
A creative collaboration with Dutch studio Odd Matter brings a further layer of personality and narrative to the store. Three site-specific sculptural pieces; a large abstract totem in the window and two mid-floor display plinths, are crafted from a mixture of cork chips and coloured plaster. This material, developed uniquely by the studio, forms the basis of the ‘Mass’ collection, adding depth, tactility, and curiosity to the space.
A Confident Expression of Brand, Context, and Craft
Carhartt WIP Shoreditch merges East London industrial energy with a global design sensibility, balancing raw materials with careful detailing and thoughtful brand expression. It’s a store that feels locally grounded yet internationally fluent, designed with clarity, character, and cultural resonance.