ON THE 14th of October, the British luxury brand Joseph opened its fifth stand-alone store in London.
Guided by Joseph Ettedgui’s original vision, Joseph has stores scattered around London in prominent locations such as Brook Street, Marylebone High Street, Duke of York Square and more. Now, the brand has just unveiled its newest location, Regent Street.
Joseph on Regent Street
The new store utilises the facade of a Grade II listed building on the lower end of Regent Street – a perfect playground for Casper Mueller Kneer Architects. Consequently, the building exudes minimalist opulence, which is further aided by the pristine interior of the store.
Upon entering the store, buyers are met with a tonal dreamscape. Calling upon its infamous aesthetic, Joseph has filled the new space with warm shades of matt black, satin white and brick red.
Joseph on Regent Street
Joseph on Regent Street
The architects of the newly designed store decided to remove any unnecessary structures to create more space. The brand has favoured refined decor in lieu of clutter and, as a result, the store emulates the aesthetic of the paired-back, intimate apparel.
Combed plaster walls have been expertly crafted by artisan plasters to subtly reference Joseph’s iconic stripe emblem. Additionally, the architects added a black oak library wall to add further depth and increase the space’s ambience. With each shelf being lit internally, the oak wall beautifully contrasts the natural clay quarry tile floor and plaster walls.
by Sophie Richardson
The store is now open to visit seven days a week and is located at 124 Regent Street.