LEDBURY ROAD

150 m2

Aimé is a fashion retailer located on Ledbury Road in the heart of Notting Hill.

The shop offers a portfolio of curated fashion and jewellery brands inspired by timeless elegance with French style undertones.

After celebrating its 25 years anniversary and responding to the demands of an ever growing business, the shop, laid out over a basement and ground floor, was in need of refurbishment to improve retail displays and increase storage.

The project started by reconfiguring the basement to afford new utilities, improved stock rooms and a complete overhaul of the floor and existing walls. The refurbishment expanded to include the redesign of all retail displays and joinery on the ground floor: increasing product density and creating jewellery displays.

Recently Aimé launched their own in-house collection which prides itself in sourcing their fabrics and wools from trusted suppliers in India, Italy, Scotland and the likes of Liberty.

The new design had to reflect the ethos of the Aimé brand and transport the shopper into a place of genuine quality and natural sophistication.

This inspiring background influenced the choice of new materials used to clad the walls sourced from traditional handicraft industries in India, Vietnam, Italy, France and Spain, creating an evolving backdrop of specialist plaster, linen, bespoke jute and rattan.

In keeping with the exclusivity and understated style of the shop all bespoke metalworks in black welded steel and natural brass displays were manufactured by London based highly skilled artisans. Finally handmade terracotta floor tiles echoing the Provencal spirit which inspires so many of Aime summer collections were chosen for the warmth and texture they bring to the basement floor of the shop.

Photography: Peter Cook

PRESS