VEJA has recently opened the doors of its very first UK store within the cobbled circumference of Seven Dials, London. Taking residence on 45a Monmouth Street, the B Corp trainer brand worked with Deidra Hodgson on curating a retail space as timeless and considered as its popular trainers.
Starting with somewhat of a blank canvas infused with a postmodern edge, Hodgson has crafted a plan that uses sweeping curves to soften some of the more brutal and angular language of the Grade II listed site. Curling through the main space, these curves cleverly zone the store while also doubling up as product displays and complementary benches.
When it came to a material palette, the designer took from the brick engulfed surrounds of Soho and funnelled VEJA’s commitment to sustainability into the creation of 5,000 bespoke bricks made using waste limestone. These sustainable building blocks craft the majority of the structural elements inside including the shelves, seating and the main counter.
Mimicking the tactile nature of the bricks and considered approach to the VEJA store, Hodgson also employed Clayworks’ clay plaster (for more on the brand read our interview here). A natural and low-impact choice, this material adds to the softening of the space while also, on a functional level, absorbs glare, sound and odour.
But beyond the aesthetic, a retail space is only as strong as the experience it provides shoppers. With 140 sq. m of which to peruse, consumers will be entirely immersed in the VEJA brand with access to the full range, as well as the Cobbler intiative.
Integrated as further proof of VEJA’s commitment to longevity and sustainable design, the Cobbler initiative allows customers to return and repair their shoes rather than simply swapping for a new pair. Offering something a little different to the brick body of the build, the repair counter makes itself known with a brushed steel form. Purposefully left open, consumers can watch the cobblers at work, ensuring the repair concept is ever-present rather than just a tick box exercise which is then hidden away.
Deidra Hodgson comments, “the design of the space was directly influenced by the postmodern nature of the building, stripping it back to its core and expressing the entire bones of the space, while the materiality felt connected to the spirit of the brand.”
Representing the brand in both style and soul, the new store is a resounding success for Hodgson. With doors now open, experience VEJA for yourself and head down to 45a Monmouth Street, London.
Executive architect: EBBA Architects
Photographer: James Retief
For more of Deidra Hodgson’s work, click here
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