Fabled

Description

Located on Tottenham Court Road, Fabled is the highly anticipated flagship store, which is a collaboration between beauty brand Marie Clare and the online shopping service Ocado. Designed by gpstudio, Fabled breaks the mould of the retail experience by putting technology and digital elements at the forefront of the customer journey.

Tiles Used

Tiles from the speckled Trench range were selected in a large format 600x1200mm size.

Outcome

Fabled, a new retail concept created by magazine brand Marie Clare and the online shopping site Ocado, is two-level flagship beauty store located on Tottenham Court Road in London.

Designed by retail design experts gpstudio, Fabled is a bricks and mortar extension of the existing online store, and as a result the shop space aims to bring together the online and physical shopping experiences. Solus were delighted to supply large format tiles from their Trench range, which offers the look of intensely structured granite, in the form of highly engineered porcelain. The tiles were used throughout the main shopping area, and were chosen because they were practical, non–porous and easy to maintain.

Laura Dainton, Studio Manager at gpstudio, said: “We chose to use the Solus tiles first and foremost because they met our aesthetic requirements for the space and sat well within our material palette. From an aesthetic point of view, the interiors were driven largely by the Fabled brand personality, which is friendly, approachable, honest, and engaging. We made the decision to use quite simple materials like concrete and plywood, and to leave a lot of the building as it was, including the existing block work, columns, and so on. The flecks and speckles of the floor tiles worked well for us and provided a great balance to the other materials.”