Award-winning architectural practice Squire and Partners have designed this stunning installation for Brooks Brothers, the oldest American apparel brand, as part of the RIBA (Royal Institute of British Architects) Regent Street Windows Project. Running on its fifth year, said project teamed up exceptional RIBA architects with flagship retailers to create architectural installations in the windows of shops, restaurants and cafes along and around Regent Street, W1. For this year, the installations will be shown for three weeks from 1-21 September 2014, coinciding with the London Fashion Week and the London Design Festival.
Squire and Partners’ RIBA Regent Street Windows design for Brooks Brothers, the oldest American apparel brand, was conceived following a discussion about shared values of heritage, craftsmanship and quality. The concept draws on the iconic Golden Fleece, the historical symbol of wool merchants and the Brooks Brothers trademark since 1850.
The installation features two crafted sculptures comprised of the over eight hundred handmade sheep suspended on golden threads which combine to make two Golden Fleece, the precise construction of which illustrates the immaculate detailing of a Brooks Brothers product. One sheep ‘chandelier’ is encased in a box lined with hand applied Dutch Gold leaf, the other in Brooks Brothers blue pinstripe. The two sheep mirror each other in separate windows providing a shimmering spectacle for passers-by.
Outside on Regent Street, a trail of chalk hoof prints lead from the two store entrances to ‘Madison’, a life-size cast bronze sheep grazing on the pavement, providing an element of playfulness and interaction. The bespoke bronze sculpture was commissioned for the Regent Street Windows Project and created by British sculptor Jonathan Sanders.
The full installation will be on display until 21 September during London Design Festival, London Fashion Week and Vogue Fashion’s Night Out, after which it will be transported to Brooks Brothers stores around the globe starting with Milan.