New Fred Perry flagship store in London - designed by Brinkworth - channels the music and mischief of Soho.

"Fred Perry belongs in and around Soho. From the mavericks and mods who wear it, to world famous jazz clubs and dive bars, to the brand’s former head office in Golden Square, the Laurel Wreath has always been found on these historic streets."

Legend has it that one night in the mid-sixties, troublemakers exiting the famous Flamingo club scaled a drainpipe and broke into the then local Fred Perry shop. They ignored the tennis goods and went straight for the new coloured shirts in bold colours with contrasting twin tipping in 5-4-4 ratio. The brand responded with a new direction, and the polite world of English lawn tennis could only look on in horror as their sport was mugged by youth culture.

Fred Perry stakes its claim to the streets of Soho with a new home on the corner of Lexington Street – a flagship location designed to marry a conceptual shopping experience with the legendary energy of the area and its significance to British music and art. Fred Perry partnered with longtime collaborators Brinkworth for a thoroughly modern take on its deep connection with Soho and its rich musical heritage. This is not just a shop: a meeting point for like-minded individuals and an event-ready space to celebrate all things Fred Perry as the company gears up for its 75th anniversary in 2027.

The store needed to be deeply rooted in the locale, whilst also speaking to all the diverse subcultures who have adopted the Laurel Leaf as their emblem, from Rudeboys to mods, Northern soul heads to rock-and-rollers. What unites them all is an attitude, which the new store has in spades, referencing past culture without ever collapsing into nostalgic clichés. Elevated design channels the ‘mod’ mindset of looking forward, in a fitting spatial expression for a British style icon.

“If music is the vehicle for culture, then here, we want it to guide us architecturally. Not in pastiche but inherently, subtly, beautifully” - Katie Pengilly, Associate Director, Brinkworth

Brinkworth worked with Fred Perry to develop the ‘BIG Sound’ concept, steering an architectural expression in which sound becomes a crafted element of the space. A range of design features take cues from vinyl and music culture, shaping the store's atmosphere and echoing the rhythm, energy, and heritage of Soho and Fred Perry. Fixtures reference sound system culture by imitating classic speaker cabinets, with Friendly Pressure providing bespoke audio equipment to soundtrack this new space for all occasions.

Another key musical touchstone that informs the overall store design is a very local bastion of live performance and a long-time partner of the brand: Oxford Street’s 100 Club. The independent venue’s fabled red paint and iconic photography from the many, many great nights shared together are replicated in the fitting room and at the cash desk. Nostalgic nods to one of London’s best-loved clubs intrigue and comfort the customer as they both try and buy the latest Fred Perry pieces.

The materials palette is softened and warmed, with rich reds, timber panelling and black wrinkle paint. Elements of the existing fixturing system are resampled. An archive wall on the first floor is a flexible place for brand storytelling, able to integrate digital and static graphics, light boxes and archival product, it’s an exhibition-style space for Fred Perry fans who have travelled to the brand’s spiritual home. A ‘shirt wall’ elevates the shirts as icons of youth culture. Display plinths and low product density allow for contemplation and appreciation.

In approaching the building, Brinkworth evaluated the existing store as a clear and workable shell, retaining architectural elements that could be reappropriated into the new design, much like Fred Perry’s continual adoption and reinterpretation by its cultural fringes.

The Laurel Leaf emblem is rendered here inventively and in large scale using neon as an artistic tribute to Soho’s colourful past. A giant white emblem illuminates a window in the Lexington Street facade, while a laurel infinity ceiling mirror uses blue glass to cast a colourful glow down the curved staircase.

A giant tennis ball makes a bold statement on the ground floor in a natural white, referencing a time before the demands of colour TV viewers led to balls being manufactured in yellow. Visible from the street, the sculptural piece captures the tension between the UK’s establishment and its rebellious youth cultures.

“For our Soho homecoming, we wanted to reference our history in the district and our subcultural heritage in a way that feels modern and relevant. We chose to work with Brinkworth as they ‘get’ our vision and can innovate and surprise while maintaining the continuity of our design language. Our Lexington Street shop is deeply rooted in place while also speaking to Fred Perry’s global fanbase in a way that they recognise and love.” - Richard Gilmore, Managing Director, Fred Perry

“As a brand, Fred Perry are up there with some of the clearest thinkers when it comes to what they stand for, which has always made it a joy working with them. The Soho flagship store speaks to the brand’s rich heritage in Soho and music culture, but balances nostalgia and with the 'mod' mindset of looking forward.” - Sonny Cant, Design Director, Brinkworth

Fred Perry Lexington Street is now open