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Scandi invasion: Weekday moves into Regent Street

Drapers takes a tour around Weekday’s first UK store, where different textures and materials create a sleek yet playful feel.

Interested shoppers are already slowing down to look in the windows of Weekday’s first UK store when Drapers visits a few days before the official opening.

The Swedish fashion brand is part of H&M Group and has 30 stores across eight countries. It has moved into a 7,000 sq ft home on London’s Regent Street, and the opening marks the fulfilment of Weekday’s long-held ambitions to open a bricks-and-mortar home in the UK. A second store is already planned to open in the autumn, although the exact location is still under wraps.

Designed in-house by Weekday architect Johanna Karlsson and her five-strong team, the Regent Street design is a new concept unique to London. Scandi style is known for being sleek and understated, which is reflected in the minimalistic store. White walls contrast against stark black flooring, and an open glass front has been designed to feel as if the store is part of the world outside, drawing customers in. Fittings are kept simple and product sits on fuss-free silver rails.

Weekday pitches itself as a youthful, urban brand inspired by street style. Minimalism alone is not enough to excite its target market, so the brand has used a clever mix of contrasting materials and pops of colour to breathe life into the design. Wood, galvanised steel, sea-green fibreglass and whitewashed MDF are used throughout to add interest and a playful touch, particularly in display area clusters. A perforated metal pay area, complete with LED sign, catches the eye as you enter the store. The result feels fresh and compliments the vibrant product offer.

The back of the first floor is dedicated to showing off Weekday’s impressive women’s denim offer. Black shelving with a subtle glitter finish rises from floor to ceiling, juxtaposed against the bright blue of folded jeans.

A wide, light wood staircase takes customers downstairs. The same contrasting materials are used throughout the lower floor, but the real stars of the show are the industrial changing rooms and in-store printing station for Weekday’s Zeitgeist project. Sculptural turquoise seating, the same tone as Weekday’s logo and shopping bags, add a pop of colour to the muted changing rooms.

For the Zeitgeist project, the brand creates a new print each week – often referencing topical events – which are then printed on T-shirts and tote bags. In the London store, the printing room sits behind glass in the middle of the lower floor. Shoppers can see in to watch the items being printed, bringing them closer to the process and providing an injection of retail theatre.

By combining Scandi minimalism with an array of contrasting sophisticated and edgy materials, Weekday has created a fresh, playful store to appeal to its youthful audience.

Fact box:

Address: 226 Regent Street

Opened: 18 August

Number of changing rooms: 22

Size: 6,996 sq ft

Floors: 2


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