Kettle Kids Mayfair is a new flagship store located on Maddox Street in central London, designed by Hesselbrand. The project represents the first iteration of Kettle Kids' new spatial identity, developed by Hesselbrand alongside the new graphic identity created by Two Times Elliot. The spatial identity aims to embody both the traditional high precision craft of fine watches and the fast-moving, youthful energy of the jewellery world, where Kettle Kids have a strong cult following…
Kettle Kids Mayfair is a new flagship store located on Maddox Street in central London, designed by Hesselbrand. The project represents the first iteration of Kettle Kids' new spatial identity, developed by Hesselbrand alongside the new graphic identity created by Two Times Elliot. The spatial identity aims to embody both the traditional high precision craft of fine watches and the fast-moving, youthful energy of the jewellery world, where Kettle Kids have a strong cult following.
The flagship store demonstrates how the unique and fresh aesthetic of the spatial identity can reflect the clash of luxury and popular culture typical for the watch and jewellery universe. The store is also designed to create a sense of exclusivity and inclusivity at the same time. As customers move through the space, the materials gradually change from bright and hard to dark and soft, while the number of displayed watches and jewellery pieces increases from just a few selected items to an archive-like collection in the more private rooms.
The shop front is made of translucent sheets of soft mint acrylic, which obscures the inside, allowing customers only a glimpse of the movement and light inside. In the Gallery, only a few watches and jewellery pieces are displayed, creating a sense of exclusivity. Visitors are free to roam this area, without being asked questions, breaking down the barrier between customer and exclusive pieces. The gallery features a floating shelf on a mirrored wall, where the stone columns are reflected, creating a sense of space that is twice as big as it actually is.
In the Viewing Room, customers are greeted by the sales staff, surrounded by two massive, custom-made stainless steel display cabinets filled with watches and jewellery. This room is surrounded on all walls by camel wool curtains. Beyond the curtains is the Rear Room, a private sales room wrapped in soft fabric, where the most exclusive and rare watches are kept, and customers can sit down at massive stone table.The VIP lounge is located in the basement, featuring a conversation pit made with thick pile luxurious carpet and tangerine velvet upholstery, where customers can view the rarest watches and custom diamond pendants.
Throughout the store, a unique combination of materials is used to achieve the desired aesthetic. Polished and brushed steel is used to create precise and durable display cabinets, and a combination of mirrored and brushed stainless steel is used to produce different kinds of reflections, resulting in a complex spatial experience. Roach bed Portland stone is used widely as a symbol of importance and tradition in London, with a fossilised surface that creates natural textures and depth, adding to the overall sense of exclusivity and luxury. Camel wool fabric is used in curtains and upholstery to create a soft and luxurious atmosphere. Dark bronze coloured walls and ceilings form a warm backdrop to unite the palette, and soft mint, a contemporary and fresh colour, is used both as a powder coating on metal grating and as a tint in acrylic and glass to contrast against the more traditional backdrop.
