ABOUT

Just as Jigsaw opened their first store in 1972 ‘to sell stylish clothes in inspiring surroundings’ the store for Westfield, London has been designed with this in mind.

We thought about how Jigsaw’s existing stores embrace the provenance of the building and work with what is already in place, curating the architectural character and history of the building. In a mall based store, the challenges are different, it’s about inventing the character (in the space) where none exists; creating an enticing contemporary architectural destination rooted in the Jigsaw brand values.

For inspiration, we researched contemporary British design, art and architecture; spaces, and forms that celebrate femininity. The craft of tailoring, fabric, structure and the making of clothes and to fashion; we imagined bold sculptural forms and the use of materials which create a language which feels both feminine and crafted.

This culminates in a strong curvaceous funnel form, which opens out like a bloom, framing the window and filling the space, drawing customers in. The streamlined slender wooden slats flow back the length of the store, creating movement, reminiscent of the atelier and the creation of toiles on a form

or the boning used in the making of a corset - sculpting, shaping and enhancing, designing the space by making the most the existing spatial attributes. The form feels feminine, and the structure has a lightness, a delicacy, but with a great sense of movement - like the opening of a fan, or the blink of eyelash.

“Overall it's the simplicity and warmth of the design. It's a definitive statement. The boldness yet delicacy of the arch and tunnel is a truly exciting demonstration of design and engineering. A unique modern expression of the brand, a spirited design that creates a landmark store, not only for the brand, but also for Westfield, London.”

Joe Evans, Creative Director, Checkland Kindleysides