Just over a decade after its founding, brand development agency Awaykin is opening a new store above its office and studio on Gransden Avenue, East London. The intention is to articulate some of the sensibilities, design perspectives and values which feed in to Awaykin’s work. Hidden behind an unassuming façade on a quiet side street, the shop will celebrate brands the agency works with – many of which adopt a conscious approach to craft or make pieces to be cherished beyond seasonal time spans.

A curated, unisex fashion edit will sit alongside more experimental, limited-edition design objects, jewellery, artefacts and printed matter. The initial offering will include homespun ceramics, antiques and mid- century design objects together with a mix of mens and womenswear from international brands.

Designed by Max Radford, the shop interior explores concepts of folk and modularity and reflects Awaykin’s soulful, community-rooted ethos. ‘We wanted to pay homage to the heritage nature of some of the brands that Awaykin represents and sells’, says Radford, ‘contrasting the existing industrial space using thick linen curtaining emblazoned with historic tapestries. We included antique pieces to further this as well as creating pleated linen lampshades to soften the lighting.

The display systems (also designed by Radford) are modular, allowing the store to be adapted for cultural activation purposes

‘We have been really inspired by the destination and design concept retail network you see in Japan, also the super innovative concepts you’d see in the early 2000’s, plus the want for a retail experience that would interest people from a design or art point of view, not necessarily just fashion,’ says Paul-Anthony Smith, founder of Awaykin.

The shop is open Wednesday to Saturday, 12-6pm.

Unit 5, 39 Gransden Avenue, E8 3QA