John Morgan, London
John Morgan & Co is an English tailor of distinction established in the 1800’ and that became famous for making suits for Royal Lords, UK Prime Ministers and most notably for the US President JFK.
Based in London and Melbourne, the brand has extended its collections to made-to-measure suits and ready-to-wear clothing, with a stunning range of accessories. Currently expanding, the luxury brand has the opportunity to open a shop in London’s famous Jermyn Street, an iconic site in with a lot of character.
The brief was to create a brand new store, bringing to life a modern vision of Dandyism, elevating male elegance to a religion level with a touch of eccentricity.
John Morgan & Co stands for an Urban Dandy lifestyle, addressing hipsters and affluent creatives who look for sophistication with a quirky take.
Landini has created a traditional interior design with a modern twist; the look and feel is based on rich dark tones, real wood paneling with accents of warm metal. More than just a store, it is an immersive experience in a modern gentlemen club, luxurious, manly and elegant.
In the customer’s journey first comes the discovery of the ready to wear collection; suits, jackets and knitwear tailored to perfection and displayed around the room in multiple tones and textures. Then, the shop opens up on a lounge area, with a courtesy bar, a comfortable and homely space to sit, discuss and relax.
The visual merchandising goes from floor to ceiling; accessories are showcases in a glass counter, and the whole store celebrates John Morgan’s art craft. At the back of the shop are the changing rooms and a study for VIP shoppers.
The lighting plays a major role in enhancing the garments and creating a warm and moody atmosphere. Landini also curated design lamps with scattered light for decoration.
As a focus point of the store is a very cool artwork, representing a giraffe dressed with a suit, funny and memorable, this painting brings a smile on the shoppers face.
The flagship boutique will now be developed in corner shops for a selected network in Japan and the USA.
100 square metres
Courtesy of John Morgan