On September 16th, Belstaff’s Regent Street flagship store reopened its doors, unveiling a reimagined space designed in collaboration with the Scandinavian architecture and interior design studio Specific Generic (Acne, On Running). This signals an exciting new chapter in the brand’s product and design evolution, as it gears up to celebrate the 100th anniversary of its founding next year.

The concept for the store began with the notion of a “future garage”, drawing inspiration from the brand’s diverse motoring heritage and its history of innovation while envisioning what this means in a new era. The design is rooted in exploration, motion and the joy of the journey – all of which lie at the heart of Belstaff and continue to inform its progress. Within the space, materials have been carefully selected to convey the underlying tensions between old and new, and constancy and change, which still underpin the brand today.

Smoke-hued Staffordshire blue ceramic tiles by Ketley Brick cover the floors, nodding to the vernacular stone that was often used on the floors of the industrial workplaces and potteries of Stoke-onTrent, where the brand was founded. Overhead, stark lighting highlights the products and ties in with the lightboxes that are set above race cars in Formula 1 garages. On the ground floor, gently curved walls covered in natural clay guide customers through the space and encourage exploration, while acting as modern fixtures.

 Brushed stainless-steel elements add industrial touches, but are ultimately engineered for function – much like the products that they hold. Hand-hewn wooden benches and shelving by Studio Fonk take their cues from natural found objects that we bring home with us when we wander in the outdoors. The brand’s Phoenix icon is subtly stamped in surprising places on the tiling throughout, giving customers something new to uncover as they walk the floors.

Upon opening, the store will house Belstaff’s new Autumn/Winter 2023 collection, Monolithia, which officially launches this month.