Aquascutum | Great Marlborough Street

Heritage Meets Contemporary

Launched in 1851, British fashion brand Aquascutum is praised for their innovation and practicality. They are 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.
Image credit: Getty Images
With such rich history and an incredibly interesting archive, our challenge was to honour the brands prestigious past whilst introducing contemporary elements to resonate with modern shoppers.

“We wanted to inhabit the space, rather than fundamentally change it.”

Andrew Martin – Founder, AMD


The Great Marlborough Street site is a grand, listed building. The interior space had been modernised in previous shop fitouts, 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 space 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 screens along with fixtures and fittings to encourage shopper flow and to give the space areas of intimacy. For finishing touches, we sourced furniture and lighting from British contemporary designers including Russell Pinch, Tom Kirk, Dare Studio and handcrafted rugs from Turnberry Rug Workers. Image credit: Goddard Sofa by Pinch

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