Fred Perry Soho
Soho store on Lexington Street
Bringing the Fred Perry Vision to Life
When long-standing partner Fred Perry entrusted Rizlly with delivering its Soho store on Lexington Street, the brief was clear: execute to the brand’s exacting standards, within a demanding timeframe, and create a space that felt unmistakably Fred Perry from the moment customers stepped inside.
As with any important London location, the project needed to do more than simply function as a retail environment. It had to reflect the character of the brand and the energy of Soho, while balancing heritage references with a contemporary in-store experience. The concept called for carefully considered fixtures, a strong material presence and a level of finish that could stand up to one of the city’s most recognisable retail neighbourhoods.
The challenge for Rizlly was to translate that vision into a buildable, deliverable and installable environment without losing the character in the details, all while working to a tight programme and the level of execution Fred Perry expects.
Engineered for Retail Excellence
Rizlly was responsible for engineering, producing and installing the concept elements for the new Fred Perry Soho store, helping translate the design intent into a robust and buildable retail environment. Working closely with the brand, our team delivered the key fixture and display elements across the space, ensuring every component met both the visual ambition of the concept and the practical demands of a busy store environment.
From bespoke feature pieces to mid-floor retail fixtures, our role was to bring consistency, quality and technical precision to every touchpoint of the fit-out.
Where Music Meets Retail
Behind the scenes at Lexington Street, some of the strongest details came directly from Soho’s musical heritage.
A striking red cash desk creates the main focal point, while the mid-floor furniture takes its cues from vintage wooden speaker cabinets. Warm timber, bold colour and familiar proportions reference the area’s music culture without turning the store into a themed environment.
For Rizlly, the work was in making those ideas function as real retail furniture. Construction, finishes and everyday usability all had to be resolved without losing the character that made the pieces distinctive in the first place.
The result feels unmistakably Fred Perry, but equally at home in Soho.
A Landmark Retail Destination.
Fred Perry Soho is another example of a long-standing partnership delivered with care, precision and consistency. The finished store brings together heritage references, contemporary retail detailing and a considered fixture palette to create a space that feels authentic to the brand and appropriate to its Lexington Street setting.
With the first floor currently hosting a new campaign launch and the ground floor anchoring the everyday retail experience, the store has been built to support both brand storytelling and daily trade. A pleasure to help bring another iconic London location to life.
A flagship that works as hard as a community space as it does a store.
A key Fred Perry location delivered to flagship retail standard.
Designed to support both campaign activity upstairs and core retail below.
Including a bold red cash desk and mid-floor displays inspired by vintage speaker cabinets.