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Legendary American brand Carhartt WIP is opening a new store in the heart of London, and it’s an aesthetic masterpiece.

Featuring walls stripped to expose original brickwork painted in white, simple and striking metal display tables, natural plywood fixtures and a polished concrete floor, the store’s design is contemporary but hardwearing. Spotlighting key products from Carhartt’s roster is a lengthy suspended light fixture running parallel to a stainless steel display table.

Finally, a large marble cash desk sits at the heart of the room as an exotic design feature while a large hanging neon light outlining Carhartt’s birthplace of Detroit serves as the final striking point of interest.

An opening event will take place on September 22 from 6 p.m. to 9 p.m. at the Soho store.

Carhartt WIP
74 Brewer St
Soho, London

Words by Marcus Cho
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