New Eras Flagship Store in Soho
Client
New Era
Location
Carnaby Street, Soho
Sector
Retail
Size
1200 SQ FT
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.
-Concept Design
-3D Design
-Development Design
-Client Service
-Project Management
-Production & Installation
“Working within an iconic Soho location meant every detail had to be considered from adaptable fixtures to experiential moments that bring the brand’s story to life. It was one of those projects where strategy, design and delivery aligned perfectly creating a strong concept, refined execution and a location that truly elevates the brand.”
- Creative Director, Whiteroom
“Working within an iconic Soho location meant every detail had to be considered from adaptable fixtures to experiential moments that bring the brand’s story to life. It was one of those projects where strategy, design and delivery aligned perfectly creating a strong concept, refined execution and a location that truly elevates the brand.”
- Creative Director, Whiteroom
The 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.
The result
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.
The result
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.
OTHER WORK
GOT A NEW PROJECT?
LET'S TALK
GOT A NEW PROJECT?
LET'S TALK
Watermill Barn, Kineton Road, Wellesbourne, Warwickshire, CV35 9HG, UK
© 2024 Whiteroom Brand Design Ltd
Watermill Barn, Kineton Road, Wellesbourne, Warwickshire, CV35 9HG, UK
© 2024 Whiteroom Brand Design Ltd
New Eras Flagship Store in Soho
New Eras Flagship Store in Soho
Client
New Era
Location
Carnaby Street, Soho
Sector
Retail
Size
1200 SQ FT
Size
1200 SQ FT
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.
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.
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.
-Concept Design
-3D Design
-Development Design
-Client Service
-Project Management
-Production & Installation
-Concept Design
-3D Design
-Development Design
-Client Service
-Project Management
-Production & Installation
“Working within an iconic Soho location meant every detail had to be considered from adaptable fixtures to experiential moments that bring the brand’s story to life. It was one of those projects where strategy, design and delivery aligned perfectly creating a strong concept, refined execution and a location that truly elevates the brand.”
- Creative Director, Whiteroom
“Working within an iconic Soho location meant every detail had to be considered from adaptable fixtures to experiential moments that bring the brand’s story to life. It was one of those projects where strategy, design and delivery aligned perfectly creating a strong concept, refined execution and a location that truly elevates the brand.”
- Creative Director, Whiteroom
The 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.
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.
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.
The result
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.
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.
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.
OTHER WORK
OTHER WORK
-Concept Design
-3D Design
-Development Design
-Client Service
-Project Management
-Production & Installation
GOT A NEW PROJECT?
LET'S TALK
GOT A NEW PROJECT?
LET'S TALK
GOT A NEW PROJECT?
LET'S TALK
Watermill Barn, Kineton Road, Wellesbourne, Warwickshire, CV35 9HG, UK
© 2024 Whiteroom Brand Design Ltd
Watermill Barn, Kineton Road, Wellesbourne, Warwickshire, CV35 9HG, UK
© 2024 Whiteroom Brand Design Ltd
Part of Whiteroom Design Group
Watermill Barn, Kineton Road, Wellesbourne, Warwickshire, CV35 9HG, UK
© 2024 Whiteroom Brand Design Ltd