Harriet Kelsall, London
For our next review we visit a gem of a store in a lovely leafy lane in Primrose Hill, North London. The well-heeled Regent’s Park Road offers an eclectic retail mix and an altogether different approach to retail.
Situated on the corner of this affluent street
in close proximity to Regent’s Park is a
hidden treasure. Providing a fully bespoke
service, Harriet Kelsall’s first London store
provides its potential clients with a window
into their exquisite jewellery, as well as their
creative capabilities.
Everything in this store is custom made -
that goes for both the product and the store
fixtures. Handcrafted to the customers’
individual specifications, the pieces are
artfully merchandised within equally well designed cabinetry. This is no ordinary
jeweller, as well as offering a range of off
the shelf creations their work is mostly to
order and therefore truly individual, which is
echoed throughout the design concept.
Harriet Kelsall mixes the traditional art of
the jeweller with a thoroughly contemporary
outlook that conveys an urban aesthetic
instore with the use of concrete, glass and
wood. The design process is presented
through a relaxed, upmarket interior where
you feel quite at ease to dwell over your own
creative thoughts and ideas.
The exterior sets the scene; a blank canvas
is achieved in this instance with a dark, inky
grey shopfront that frames the door and
windows allowing your eye to glide across
the inside. A simple logo is all that sits
above the window.
Inside, near the front, a small work station
is set to one side and a designer is on hand
to offer assistance to would-be customers – a small table is dressed with an ultra
modern, eccentric chandelier that infuses
personality and charm. A long, low glass
display case edged with light oak runs the
entire length of the space and is positioned
in the centre. The majority of the ‘off the
shelf’ range is displayed within it. The unit
leads into the design studio situated at
the rear - there is no barrier between the
showroom and work area. The whole store
is open plan which adds to the illusion
of space, for this is actually a very
compact shop.
On the right side a row of colourful drawers
line the length of the perimeter wall.
Drawing inspiration from the gemstone
chart these units contain mood boards
that provide ideas and inspiration for the
creation of unique jewellery. As you pull
out each drawer it reveals a selection
of mounted precious and semi precious
stones, metals and visual aids. The wall
behind is a significant feature of this mixed
use space; made from formed concrete
it provides a contrast to the darker grey
shopfront, ceiling and studio, and displays
the brand message in enormous lettering.
The bank of drawers, in their bright hues,
leap out at you compelling you to take a
peek, whilst the wording above informs your
purchasing decisions.
On the opposite side of the store, more
functional styled, grey shelving is used
to store workbooks and other literature.
Above the shelving another three wall
mounted showcases feature further items
of unique jewellery. Other than a glow of
light within the display cabinets to enhance
the one off pieces, the lighting is fairly
subdued allowing the brand’s message
maximum prominence.
Even though the designers are visibly
hard at work the studio retains a calm,
intimate atmosphere. This new store is a
wonderful example of how retail and design
combines to create an innovative and
exciting experience store. Lumsden Design
has struck the perfect balance for this
novel brand.