HOW DID YOU DECIDE WHERE TO SET UP SHOP?
As we do when designing new styles, we asked our customers first and it soon became clear that Chelsea was the best fit. The location on the Kings Road is great – right amongst some excellent fitness studios and the beautiful stores of Sloane Street and Duke of York Square, and of course the Saatchi Gallery. Needless to say, we’re in the best company.
WHAT IS THE STRATEGY BEHIND THE FITTING ROOM 8 MONTH TIMELINE?
Launching in May during the beautiful London springtime and carrying through to the new year means we are able to showcase two new seasonal collections and exclusive drops, making the most of the summer and holiday period. As a digitally native brand, opening our first retail space affords Lucas Hugh the opportunity to develop our retail model with our customer to ensure it performs to meet her needs.
HOW DOES THE FITTING ROOM OFFER CONSUMERS AN INNOVATIVE RETAIL EXPERIENCE?
For us, we aren’t looking to reinvent the wheel. Instead, we want to refine the retail experience to what we consider to be right for the Lucas Hugh customer. A big focus for The Fitting Room is experience and service – having knowledgeable staff who not only understand our product but can also offer insider knowledge and access for the wellness woman in the area. We also wanted to create a space where the customer feels welcome to linger whether it’s to browse, have a tailored fitting experience or simply just chat. To create this feeling, we outfitted two-thirds of the space with lounge seating and three comfortable fit rooms. The space will also be the only location that offers the full assortment of both seasonal and core styles as well as product exclusives.
WHAT CHALLENGES DID YOU FACE WHEN DESIGNING THE NEW STORE CONCEPT?
Our biggest challenge was working with a semi-permanent space that we knew we had to outfit within a short amount of time. When designing the space, I focused on how I could make the features as packable as possible while still maintaining that luxury feel. As with most things, there was some compromise involved but I think we succeeded in bringing the concept to creation!
WHAT WAS YOUR THOUGHT PROCESS BEHIND THE DESIGN, WHAT MATERIALS AND COLOUR USED?
Futurism is a constant inspiration to me and is the foundation of the Lucas Hugh design identity. I wanted this DNA to flow through into the store in a way that was dynamic and luxurious. Geometric lines are a feature throughout the space, from the flooring to the garment rails and fit rooms. The materials and colours selected also speak to this, perspex fittings and metallic finishings are grounded by lush carpet in the lounge and fitting area.
WHAT DOES THE FUTURE HOLD FOR LUCAS HUGH IN THE BRICK AND MORTAR SPACE?
We are very much using this 8-month lease to connect with our customer and learn her needs and wants from a Lucas Hugh retail space. Think of The Fitting Room as Lucas Hugh retail in beta mode.
The Fitting Room opens May 21st, 25 Kings Road, Chelsea, SW3 4RP