Regent Street Windows Project
RIBA
 
 
When architects and retailers collaborate
Our Regent Street Windows project for RIBA takes inspiration from the iconic Brook’s Brothers’ button down collar to evoke the idea of birds in flight.
Photography by Conran and Partners, Liam Clarke and Billy Lloyd
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We collaborated with America’s oldest apparel retailer, Brooks Brothers, in the RIBA Regent Street Window Project. The project unites 13 flagship retailers with a like-minded RIBA practice to create 13 engaging and welcoming window displays for a number of stores on London’s Regent Street, one of the capital’s busiest retail destinations.

With each retailer setting a unique brief and budget, the outcome is a wonderfully energetic public exhibition seen by over three million people during the London Design Festival.
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Our design concept was inspired by the button-down collar; an icon of men’s fashion which Brook’s Brothers invented after watching a game of British Polo in 1896.

Upon visiting their London store, we were also influenced by their charming array of collars on display which evoked images of birds in flight created by photography pioneers such as Eadweard Muybridge and Étienne Jules Marey. Our installation became a flock of white collars captured mid-flight with a single gold button-down leading the formation.
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We explored various materials and craft techniques to form the collars before working with London-based ceramicist Billy Lloyd, who was able to sculpt, stretch and sensitively personalise each collar into its own dynamic form; making each collar different and reiterating the concept of birds in flight.
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