In good time for the upcoming Olympic Games, which begin on 27 July, Fred Perry has opened a new store in London’s Westfield Stratford City shopping centre, adjacent to the Olympics’ site.

The store’s design revolves around the 60-year-old British sport brand’s appropriately Olympian logo – the laurel wreath – which is here transformed into a perspectival sculpture. A wreath installation consists of 32 suspended brass leaves running the length of the space. When viewed from the front, they align to form the laurel crown, but as customers move through the store, they scatter and shape themselves into different patterns.

Other elements are also designed to puzzle the eye: a seemingly white wall is actually a mosaic of Fred Perry pin badges, while the large white graphic panels depict extreme close-ups of garment details.

The sum effect is a store that looks sleek and contemporary, while subtly succeeding in its objective as a heritage branding exercise.

‘Attention to detail at every contact point, from the shelving to the commissioned artworks, helps transmit this remarkable brand’s history,’ says Paul White of BuckleyGrayYeoman.

Photos courtesy Hufton+Crow.