Lee refits and relaunches London Carnaby Street store

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Iconic jeans brand Lee has overhauled its "agship store on London’s famous Carnaby Street.
The inspiring new look store represents the full Lee o#er: the mainline Lee collection for men and women, plus Lee 101 and Lee The Archives.
As you enter, the ground "oor is dominated by Lee’s denim library: a wall of blues and blacks that clearly communicates the brand’s extensive range of !ts and !nishes.
One of the advantages of the new shop!t is more room for display and Lee plays the advantage by showcasing every style and wash.
Super knowledgeable sta# is on hand to personally advise customers on the speci!cs.
Lee’s premium 101 range has its own space, marked out by a white wall, top shelf display and unique signage on the wall column.
There is also a separate Lee Archives wall. Archive pieces, which demonstrate the brand’s incredible history in denim products, are displayed in vintage wood cases.
Downstairs, women’s jeans and clothing claim the entire basement.
The store marks the implementation of the Lee Black System, which displays Lee merchandise to maximum e#ect. The Black System is a mixture of newly designed black mdf or natural wood !xtures and some “vintage” elements. By mixing the used natural wood with the black mdf, and mixing the pure designs with the used furniture, Lee presents its rich history in a modern environment.
Materials are real, untreated, rough and the design is pure. The overall e#ect is deliberately evocative of denim, intended to age and distress naturally over time.
Like the Lee logo, the dominant colour is black combined with shades of grey.
The Black System has been rolled out to other Lee stores and will be implemented in the next re!t in the Lee Store Paris in 2010.
The space at 13/14 Carnaby Street originally opened in 2003, the brand’s !rst standalone shop in Europe. Reopened in March 2010, replete with new furnishings and layout, Lee’s London "agship looks its best ever. It is a superior platform for the brand, mixing Lee’s heritage with its modern face, and provides the perfect arena to shop for these world famous denim jeans

(Wednesday, 7 April 2010) | trade news


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