A high-end men’s clothing and grooming store.
After running a successful online men’s retail store for years, Neville wanted to create a physical manifestation of the brand offering. This was a bespoke, high-end, gentleman’s grooming experience. The design of the store was to embody this and we wanted to celebrate the slow processes of grooming and hand-crafted suit making, putting all that skill and attention to detail on show. So everything can be seen from outside the store, from cutthroat shaves and haircuts to boot-shining. You can watch the tailor at work, hand-stitching a new suit with material picked out from the substantial library in store. The physical experience of the store changes as one moves through it too. The timber floor at the entrance, accentuating the sound of shoes, changes to a soft carpet when paused to peruse the shelves. The store is a balance of modern finishes with classic, Old English Stately home, detailing. Facebrick walls, leather chairs, simple black steel work and turned timber shopfitting. And it wouldn’t be the Armitage brand without their iconic greyhound to greet you.
“I am going to keep on thanking you indefinitely for all your effort in making the Armitage store one of the standout stores in the area. I am so glad that iti introduced us, you have made a significant contribution to the whole project and for that I am forever grateful.” Neville Armitage
Location : Shop no. 8, Park Square, uMhlanga
In collaboration with : iti
Photography : Dane Forman
