ISG’s refurbishment of Gieves & Hawkes’ iconic No.1 Saville Row store has been named the NAS (National Association of Shopfitters and Interior Contractors) Design Partnership Awards ‘Best in Retail’ and ‘British Heritage’ winner 2015.
These wins mark two in a row for ISG, following the success of the company’s 9,850 sq ft flagship store refurbishment for Hackett on Regent Street in last year’s NAS Awards. It marks ISG’s continuing dominance in UK retail construction and showcases the company’s niche expertise delivering high-end retail environments.
The NAS awards celebrate the success of retail, non-retail and leisure collaboration between interior designers and retail interior fit out specialists across Europe. The Gieves & Hawkes project saw ISG fulfil a brief that involved modernising the tailor’s flagship store without compromising the 240 years’ of tradition that have seen the brand establish Saville Row as the global epicentre of bespoke tailoring, gain coveted royal warrants and become synonymous with quality tailoring and military wear amongst the world’s wealthiest and most famous names.
The scheme involved refurbishment of the 18th century townhouse that has been Gieves & Hawkes flagship store since 1912. ISG worked collaboratively with the scheme’s interior designer and the brand’s creative director to deliver a 43-week fit out programme to complement the store’s historic setting, while creating a concept that can be rolled out to Gieves & Hawkes’ 138 stores worldwide.
The company carried out the challenging project in a live store environment as a four phase programme, enabling Gieves & Hawkes to continue trading throughout the transformation. Works to the first two floors were carried out during phase one, involving complete modernisation of the store’s wholesale appointment rooms, private dining and archive rooms for military and royal appointments.
Phase two involved strip out, reconfiguration and fit out of the bespoke tailoring area, including the installation of a bar and refurbishment of the main entrance lobby with bespoke joinery, wall panelling, slate flooring and specialist decoration. Phase three included work to the map room and the main store mezzanine and the final phase involved replacing the feature glass domed ceiling at the centre of the store, which was illuminated to create a realistic daylight effect throughout the store.
The judging panel recognised the important role that early stage collaboration had played in achieving the exacting finish and attention to detail at No.1 Saville Row, noting that a ‘classic masterpiece had been brought to life again by the skills of ISG’. The British Heritage award was added to the Gieves & Hawkes tally because: ‘the finished results encompassed the perfect balance between a vibrant modern interior and the tradition of this historic part of Mayfair.’
Andy Demetriou, divisional managing director for ISG’s Luxury Retail business, commented: “We’re delighted to have been involved in a project that has been successful in the NAS Awards for the second consecutive year and to have this opportunity to celebrate a truly stand out scheme.
“Carefully chosen materials, bespoke joinery and innovative lighting solutions have enabled us to achieve a seamless customer journey at the No. 1 Saville Row store, with clearly defined areas for ready-to-wear, made to measure, bespoke and archive pieces. The result has been an average increase in footfall of 30 per cent, with Gieves & Hawkes now attracting a younger demographic and enjoying a traditional store concept with a modern twist that can be rolled out around the world.”