Aim Leon Dore’s New London Store Is All Warmth And Wood Panelling – British Vogue

Aim Leon Dores new store in Londons Soho has a distinguished presence. Its exterior is marked with a pine green scalloped awning, the brand name positioned at the top in small gold print. Two mannequins bearing Teddy Santiss menswear designs are positioned in the front window, along with a curated collection of objects like a basketball and an urn. Behind that? Well, thats unknown. Just like at the brands Nolita store in New York, the shop mysteriously masks its inside offerings from the street with a pair of velvet curtains hung behind the windows and the door.

But inside, a rich, moody world awaits.

Stle Eriksen

The space, designed by Sarita Posada Interiors in collaboration with West Architecture, features layered antique Persian rugs and floors of swirling Cipollino marble. Yellow boucle chairs sit in front of walnut panelling. Achille Castiglionis Light Ball lamps, an iconic piece of mid-century design, hang from the ceilings.

Posada says she and Santis found inspiration in heritage menswear shops, as well as the work of Austrian architect Adolf Loos (a pioneer of Vienna modernism). The dark walnut wood finishes are a nod to classic Savile Row tailor shops, while the velvet wall panelling and leather banquettes are reminiscent of Londons private clubs. The ornate rugs and green accents are an homage to the renowned mens outfitter, Knize, which was designed by Loos in 1921. Most of the decorative objects are sourced from local London dealers.

It was important to us to reference both traditional settings such as Looss Knize, says Posada, but balance it with a number of additional found mid-century pieces consistent with the brands voice.

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Aim Leon Dore's New London Store Is All Warmth And Wood Panelling - British Vogue