Known for their fun and funky eye-wear designs, Ace & Tate have opened the doors of their newest flagship store in the heart of Soho. Taking inspiration from the quirks of the neighbourhood – during the day and the night, the clash of old and new, on the streets and in the buildings – Anyways Agency have partnered with the brand to bring a special concept to life. Working together with the architectural firm Assemble Studio, the playful design has been beautifully executed to fit with Ace & Tate’s ethos, creative spark and commercial requirements.
Intentionally designing the space to allow passers-by on the street to peer inside and be able to see each room, the store’s open-plan layout allows for the various rooms to seamlessly unite. As Anyways says, keeping in mind the personal experience of trying on glasses, ‘we divided the space into an architectural enfilade creating intimate areas where customers can try of Ace & Tate’s glasses in privacy and without feeling too closed-in.’ Each zone of the enfilade has a distinctive colour which is inspired by the brand’s visual language that predominantly falls back to using primary colours.
Tribute to Soho’s rich history can be seen in the use of tiles, flawlessly finished by Assemble’s Granby Workshop, who aimed to reference the renowned tiles found on Carnaby Street during the ‘70s. ‘Each tile, handmade from the blocks of marbled clay which are sliced and flattened in a 60 tonne hydraulic press, comes from Granby Workshop, a manufacturer of architectural ceramics set up by Assemble Studio as a community-led project to rebuilt Granby, Liverpool.’ The result? Stunning patterns which complete the entire space to become an inspiring and spectacular shop.
Our favourite detail has to be the pair of neon eyes staring from the back of the room out onto the street – sporadically blinking at visitors and adding yet another playful element to this incredibly unique space.
Well done to Anyways, Ace & Tate and Assemble Studio for collaborating on such a unique and fun shop – the perfect edition to the neighbourhood.