Heritage, for all its potentially hokey trappings, may be over, but brands still have potential to celebrate the past without parodying history. Great example —Carhartt's new Works In Progress space in Shoreditch, East London. Employing reclaimed wood drawn from a decommissioned British military barracks, deck from an old amusement pier, and oak from Scottish dairy farm, the space occupies a 200 year old listed building. And, even will all the collected tradition (no doubt these materials could tell thousands of stories), the interior takes a clean, contemporary look.
The fourth UK store for WIP, the Shoreditch location will highlight top tier collaborations and products (think APC and Uniform Experiment) as well as artist collaborations like the neon signage by Pietro Sanguineti.
In all, the intent is to celebrate design and quality then and now.
Carhartt Works In Progress, 191 Shoreditch High Street, London, E1