NEW ERA
2026
Welcome to our Flagship brand store project for New Era in Carnaby Street in the heart of London’s cultural shopping area.
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An iconic flagship store for an iconic London street
Positioned within a listed Soho building, the project required careful consideration of architecture, context and brand expression. The ambition was clear: create a flagship that feels unmistakably New Era while introducing a refined, adaptable retail format for the future. The space needed to host product showcase, brand storytelling, community engagement and commercial flexibility, all without feeling overdesigned or forced. It had to work as seamlessly for daily shopping as it would for launches, collaborations and events.
Services
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Concept Design
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3D Design
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Development Design
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Client Service
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Project Management
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Production & Installation
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Illustration
Approach
We structured the environment around key experiential touchpoints. A strong external presence draws customers in, while inside, defined zones guide movement and create rhythm across the store. Material choices were deliberately layered balancing raw textures with cleaner finishes while also introducing a contemporary edge. Lighting plays a central role, highlighting product without overpowering the space and modular fixture systems ensure flexibility for seasonal drops and future collaborations.
Project Value
The finished flagship delivers far more than a refreshed retail interior. It establishes a confident platform for New Era in one of London’s most iconic shopping destinations The environment balances energy with clarity, allowing product, storytelling and customer interaction to coexist without overwhelming the experience. It’s designed not just for today’s collections, but for future moments. Most importantly, it reinforces New Era’s position within London’s streetwear and sports culture scene while providing a scalable benchmark for the continued evolution of its European retail concept.
