Theory

Sybarite created a retail concept for the new Theory flagship store located on Regent Street, London, as part of a ‘connected retail space’ with Uniqlo – also owned by Fast Retailing. The design marks the first occasion the two fashion brands have occupied a retail space in the same location in the UK and Europe.

Sybarite distilled the essence of the Theory brand into a cohesive design language centred around timelessness, construction, balance, and openness. The store is a voluptuously sculpted and curvaceous space which is navigated through a series of shoppable layers that are continually uncovered as the customer moves in a circular motion around the retail environment.

The material palette consists of a layering effect of textures which offer tactility, variation and warmth in a subtle and classic way. Hand-crafted plaster is seen alongside natural materials of cork, timber, limestone, and soft and enveloping touches of velvet. Blackened bronze, lucite and smooth stone form the bespoke ‘family of fixtures’ and demonstrate a delicate balance between lightweight and solidity. A neutral colourway has been selected in shades of camel and off-white, which crescendos in a gentle pistachio for the fitting room area.

“Working with Fast Retailing on the Theory store in Regent Street was about building connectivity for this progressive brand. Their core values of timelessness, balance and openness informed our design and the process around it and were intrinsic to the canvas we created. Regent Street is an inviting and cohesive backdrop navigated in an organic circular motion through sustainable, muted and textured tone and materiality”. – Simon Mitchell, Co-Founder, Sybarite