ABOUT

Our store for Johnstons of Elgin creates a new home for the brand in London.

Historically, determined customers had to travel hundreds or even thousands of miles to see their full collections at their mills in Scotland. Their new flagship store on New Bond Street provides them with a showcase to present a selection of their beautiful products which their craftsmen and women have been perfecting at their mill in Elgin for the last 218 years.

As a manufacturer of knitted and woven cashmere and fine woollens for over 200 years, the craft and spirit of Johnstons of Elgin’s textiles provided the inspiration for our concept; this has been celebrated through a contemporary store design which draws on their provenance and heritage of the brand.

In designing the store we looked at the process of how the cloth is made, and abstracted this idea to inform the interior architecture of the space, creating links back to the mill and the company’s Scottish

heritage, with elements of the design and visual merchandising subtly referencing Johnstons of Elgin manufacturing process as well as communicating their reputation for producing the finest cashmere.

This store concept takes the essence of a quote from Johnstons of Elgin that reflects the emotional heart of the brand “No matter how far we journey, our place will always be in Scotland” – and these words were considered in every element of the design and choice of materials for the store; demonstrating their pride in their collections being designed and ‘Made in Scotland’ from fibre to the finished garment. It also shows Johnstons of Elgin as a brand that relishes its heritage and has the utmost respect for traditional manufacturing and processes, but one that embraces future things that enhance what they do.

Please take a look at our film where we have captured the journey from Scotland to Johnstons of Elgin's new home at 77 New Bond Street.