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Aquascutum: Heritage meets contemporary


Written by Andrew Martin | April 20th 2020
As we’re brought to a moment of stillness, I’ve been looking back at some of the work AMD has completed over the last 20 years. Over the next few weeks (and possibly months), I’ll be reflecting on some of our past projects, as well as looking to the future, sharing some opinion pieces about retail and interior architecture – two industries very close to my heart. 

What better place to start then celebrating British heritage brand, Aquascutum? They’re renowned for creating the iconic waterproof trench coat worn by British military in WW1 and WW2, as well as being the brand of choice for suffragettes, numerous royals and Hollywood stars.
With such rich history and an incredibly interesting archive, our challenge when designing this store was to honour the brands prestigious past, whilst introducing contemporary elements which would resonate with modern shoppers.


The Great Marlborough Street site is a grand, listed building. The interior space had been modernised in previous shop fit-outs, however, our approach was to ‘strip back and restore’, to tie into Aquascutum’s impressive heritage, whilst staying true to the buildings original atheistic. Behind the facades, we discovered ornate ceilings and beautiful old panelling which we carefully refurbished.
Whilst the building itself nodded to Aquascutum’s past; we wanted the interiors to have a contemporary twist to highlight the brands future. We designed a series of modern bespoke fixtures and fittings to encourage shopper flow and to give the space areas of intimacy. 
For finishing touches, we sourced furniture and lighting from leading British contemporary designers including Russell Pinch, Tom Kirk, Dare Studio and handcrafted rugs from Turnberry Rug Workers. Every element was picked to fall under our ‘heritage meets contemporary’ design direction. 

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