Icelandic B Corp outerwear brand, 66oNorth, opened its doors to its UK flagship retail store in London’s West End. Located on the prestigious Regent Street with a further access point via Soho’s Glasshouse Street, the 3,500 sq ft store is the brand’s first outside of Iceland and Denmark.
Berlin based architects, Gonzalez Haase, who were commissioned to deliver the design of the store, have adopted an experiential approach, bringing the light and atmosphere of the brand’s
Icelandic homeland to life.
Showcasing technical outerwear, apparel and accessories from their men’s and women’s
collections, the new store also houses a showroom and space for community gatherings and
workshops.
An 18 metre long curved wall by the Regent Street entrance starts the customer’s journey as
they are transported into this experiential tactile world where light plays against walls clad in
rammed earth. Screens and mirrors are inserted between walls as a connection, division and separation, while carved rammed earth islands positioned to look like earth and magma are tactile, sculptural and uninhibited.
The flow of the space, using these curved walls as a guide, creates a sense of playful discovery,
with more details unfolding as they move further within the space. A custom bespoke ceiling mesh lighting system creates misty white sky effects reminiscent of the interplay between Iceland, as a static island, and it’s forever changing weather. A myriad of shades of grey come to life as the light interacts with the natural British clay used on the walls of the space below, evoking a feeling of mysticism.
The materials on the shop floor are mainly earth based throughout and the walls are clad in
natural British clay. The locally sourced material element and its colour will serve as a thread
throughout future projects, depending on what is available near each new store’s location.
Kira Sciberras, Architect / Project Manager at Gonzalez Haase said; “The existing floor plan was already quite complex with no straight walls and all different kinds of columns, reminiscent of a forest. As we started to analyse the colours of the weather and its effects on the island, we found there is always a darker and lighter sfumato grey, the bi-chromy. The use of grey clay walls is monumental and simple, they vary in height depending on their position carefully allowing or obstructing fields of view to create different perspectives and atmospheres.”
2022 has been a busy year for 66o North who were certified B-Corp in April. Collaborations with
German tent manufacturer, Heimplanet and French cycling brand Café du Cycliste and the
announcement of a three-year partnership with UN Women Iceland who are working to support
and create job opportunities for refugees fleeing war-torn countries in the Middle East followed.
66°North hope that, by becoming the first B-Corp certified company in Iceland, a country known
for sustainability and the use of green energy, their journey will be an inspiration to other
Icelandic companies to join the global movement for an inclusive, equitable, and regenerative
economy.
66oNorth CEO Helgi Oskarsson comments, “We are thrilled about the opening of our new London flagship. London is an amazing city: beyond its culture and heritage, it’s home to some of the best and most influential fashion retail in the world. We opened our first store outside of Iceland seven years ago in Copenhagen. Ever since then, we’ve been waiting for the right moment to open a London store. Now, we are ready. We chose the site on 100 Regent Street & 33A Glasshouse Street for two reasons. First, it’s one of the busiest shopping streets in all of London. Locals and tourists alike come here to be inspired, and the retail experience we’re building will contribute to that. Second, the space at this particular address was capable of fitting our vision. London will be our Flagship store for all of Europe, with 340m2 (3,500 sq ft) of shopping space, which allows us to showcase the 66°North collection nearly in its entirety and tell the brand’s story alongside it. 66°North was founded in 1926 to protect Icelandic fishermen from the challenges of the Arctic Circle. Ever since then, we’ve made quality products that withstand the elements, all in the name of promoting a life lived in harmony with nature. The best way to present the brand and tell its sustainability story is to showcase the quality and durability of the product in our own stores. We have been selling through retail partners in the UK and our own website www.66north.com for several years, but the most rewarding part of opening any store is introducing new customers to 66°North in an authentic and immersive way. Our London flagship will enable that.”
British customers can look forward to exclusive collaborations with brands, designers and
people.
Location | 66°North London Flagship store 100 Regent Street, W1