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In Pictures: Belstaff unveils new retail concept at Spitalfields

Tom Bottomley
21 February 2019

Belstaff has just reopened its Spitafields store in East London with a new design concept inspired by the brand’s adventure heritage and based on a "community-first" approach.

The reimagined store is the first in what will be a roll-out of the new concept to the brand’s other stores worldwide. With roots in the industrial North of England, and the way in which motorcyclists in the glory days of British biking in the 1950’s and 60’s would congregate together at cafés, the new store showcases the brand’s spirit and products, as well as being a place where customers can hang out, refresh and refuel.

Belstaff creative director, Sean Lehnhardt-Moore, says: “We have a great history of outfitting those with an adventurous spirit and an appreciation of the authentic and well-designed. It seems only right that we give these people a place to come together and spend time, a place where they will feel at home.”

The store features locally sourced furniture including an antique double-bow cabinet and vitrines. All Belstaff stores will, from now on, be conceived to reflect their specific locations, and consciously reference the communities they serve.

In Spitalfields, coffee will be available in the repurposed window area, which has now been turned in to an informal space where customers can also enjoy a hot drink, or, if the mood takes them, something a little stronger, like a perfectly mixed G&T.

From today, Thursday 21 February, the store is holding a three-day “Open House”, during which customers are invited to bring in their jackets for renovation, and share the stories attached to them as part of the #MyBelstaff social campaign. Belstaff jacket owners can also enjoy same-day re-waxing their old jackets.

There is also the opportunity to have items monogrammed and personalised, as well as limited-edition T-shirts, made to mark the Spitalfields opening, and bearing the same golden heritage fonts used for the window displays.

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