Self-Portrait Studio London Flagship by Casper Mueller Kneer Architect.

Casper Mueller Kneer Architects have designed the first standalone store for Self Portrait in London’s Mayfair, giving the fashion brand it’s first on-ground solo presence. The concept also sets the design direction for further stores to come. The London & Berlin-based architecture practice is renowned for projects in the design and art world, such as the White Cube Gallery in Bermondsey, the Barbican Art Centre and (old) Céline boutiques.

The Self Portrait store interior is set over 223sqm of ground and lower-ground floors, defining different zones with distinct spatial and material qualities. The architects employed three primary design elements that define the space.

Custom terrazzo flooring with pink and white marble insets adds texture, pattern and subtle femininity. An open grid ceiling with lighting design by Lichtvision creates a continuous, luminous horizon above the shop floor. Finally, dark and heavy Cornish mineral clay render is applied to all wall and ceiling surfaces.

Simple geometric forms are used to create structure on both floors. At ground level, two semi-circular metal screens with coloured aluminium inlays provide hanging rails for clothes amongst the open, linear space. On the lower-ground, the architects use angled walls and columns to shape a triangular floor space surrounded by smaller nooks and alcoves, such as an area with colourful marble seating options and a shoe stand. Two staircases create a playful looped pathway throughout the interior.

Every single element of the store was custom made, like the fabrication of the bespoke terrazzo floor, aligning with the sense of originality Self Portrait is known for as a brand. This also included furniture designed in collaboration with Danish artist Michael Elmgreen.

With Self Portrait collections often being so colourful, the store defers to muted and neutral tones, allowing the collections on display to take pride of place within the striking interior.