The London brand collaborated with the design collective on a Persian concrete rug for their Soho store
Like a band of sartorial brothers, four-man crew Percival has been making waves with functional and well-designed everyday clothes for three years. That might not sound very exciting and extravagant but to make clothes that fit 21st century demands and make you look good at the same time is actually more complex than it sounds. Founded by Chris Gove, Luke Stenzhorn, Olivia Hegarty and Jacob Sorkin, Percival has established itself as a go-to-destination for scaled-back elegance and subtle utilitarianism. With a string of pop up stores behind them, Percival has now settled on a permanent Soho shop with a design studio on top. But to spice up proceedings, the brand has collaborated with The Sculpture House on interior details. We say details but there is nothing small and hidden about the impressive concrete “rug” that’s been inserted into the shop floor on Berwick Street. The Sculpture House is an international platform aimed at merging design and fine art. In the case of Percival’s first standalone store, that took its shape and form in an artist-designed concrete piece mimicking a Persian mat. Like with Percival’s AW12 collection, the artwork plays with the notion of mixing materials and prints, using different cultures, heritage and design as ingredients.
Percival, 43 Berwick Street, London W1