The flagship shop designed by ALEKSA studio for designer sunglasses brand For Art’s Sake in London’s historic Covent Garden showcases attention to detail and an aesthetic that is targeted at millennial shoppers, reflecting the elegant and intricate frames produced by the brand. Pastel colours, a selfie station and ‘Instagram spots’ are key design features to ensure that the outlet speaks to a style-conscious digital generation. ALEKSA studio wanted to echo the brand’s eclectic style and so employed a luxurious palette of contrasting materials – mirror polished brass, blue velvet fabric and high gloss white timber, elevating the statement-making frames. For Art’s Sake is an online design brand that specialises in fashion-forward eyewear and their first London Store represents a bold contemporary design approach while respecting the historic surroundings. Solid curtain-like walls and upholstered display stands in velvet are coloured soft blue to match the company’s signature velvet packaging. Bespoke brass arches create flexible window displays visible from outside the shop. Large display units are carved into the walls and feature faceted and tilted round mirrors, floating shelves and mirror finish brass reveals and skirtings. Mirror finish brass ceiling panels enhance reflections inside the space and add further texture to the interior. The shop has two entrances – one faces the Central Avenue (an arcade of restored shops) and the other opens onto the main piazza, with cafes and open-air music. The interior design draws inspiration from key architectural motifs found on site, such as the existing iron skeleton arches and arched brick façade and windows reveals. ALEKSA studio has created an efficient joinery system that can house the maximum number of sunglasses at any time, encased in opulent velvet-wrapped bases. A key consideration was to make otherwise small space (only 25 sq.m.) appear bigger by introducing carefully curated angled mirrors and ‘Instagram spots’ within the shop. It was crucial for the client that the physical experience of the shop encourages visitors to share photos across digital platforms. The design of the store is therefore part of a wider online marketing strategy to engage with new audiences. The shop designs are inspired by the client For Art’s Sake’s key ethos to celebrate the bold woman – a playful power-dresser, both effortless and elegant. The interiors are refined and yet playful, designed with the millennial generation of shoppers in mind.