Plans
Description
Following their successful collaboration on the brand's Barcelona store, TwoJeys has once again tapped El Departamento—the architecture and interior design studio led by Alberto Eltini and Marina Martín —to bring its international expansion to life. Located at 310-312 on the iconic Regent Street, this new store is envisioned as a gathering place for the creative community, designed in close collaboration with the brand's founders, Joan Margarit and Biel Juste.
While the design of their previous store was rooted in the "Silversmith's Atelier" —a craftsman's workshop blending tradition and modernity to create iconic pieces —the new London flagship evolves this premise by delving into the material's origin: the silver mine.
This atmosphere is boldly disrupted by industrial-style interventions. Overhead, a wooden grid houses a complex speaker network that envelops the space in sound, giving the ceiling a striking visual presence. To let this structure shine, technical lighting is lowered onto strategically placed metal tracks. The setup is completed with unexpected details: diamond-plate shelving, a custom railing behind the cash wrap featuring a repeating doublestar logo pattern, and suspended car rims that nod to motor culture.
Product display is the backbone of the space. For this new location, El Departamento has designed custom furniture that reinterprets classic deskdressers, elevating the perceived quality of the jewelry. Atop these, cylindrical displays give unique prominence to each piece, enhanced by narrow-beam lighting that draws the eye directly to the product. To display larger items, such as necklaces, modular pieces were designed to fit into the base cylinders like a puzzle. This system provides great versatility to the tables, allowing the displays to be dynamically reconfigured for different collections. TwoJeys' irreverent and uncensored DNA materializes through imposing volumes shaped like the brand's iconic stars, which in this location serve as both display fixtures and the main cash wrap. Conceptually, the studio also introduces a "store within a store" approach, where all the interior furniture is available for purchase alongside the jewelry. This gives rise to the “TwoJeys Apartment”: a dedicated area next to the fitting rooms configured by a rug, shelving, a mirror, and a sofa. This sofa, with its studded tartan upholstery, brings echoes of the London punk scene, bridging traditional British textiles with the brand's inherent rebellion. It creates a corner that invites users to hang out and immerse themselves in the brand's universe.
The lighting design, material selection, and spatial layout all serve a clear purpose: building community. The new Regent Street store was born to become TwoJeys' physical meeting point in the heart of London; a space designed for interacting, gathering, and sharing the creativity that defines the very nature of the brand.