Joules, Covent Garden

Checkland Kindleysides’ new store for Joules, situated in Covent Garden is the brand’s first standalone store in London and the first of a new retail concept inspired by contemporary country living - living the good life. 

The Joules store brings country living to the city. Welcoming you, into an experience that feels like home. A contemporary expression of a traditional countryside aesthetic, which combines fresh, refined residential cues from the country house, with playful twists from the rural working landscape.

The store interior is a careful orchestration of forms, materials, textures and colour that evoke feelings of optimism, warmth and familiarity, and demonstrate the brands quality through detailing and craftsmanship.

The glazed arched storefront reaches nearly 8m high and is bisected by a bronzed fascia bearing the Joules identity.

The walls are lined with a contemporary take on traditional interior wooden panelling. Finished in cool matt painted colours providing the perfect backdrop to Joules vibrant clothing.

Traditional hand crafted timber and glass merchandising tables and open framed feature wardrobes sitting on tapered legs are modern interpretations of domestic classics. Constructed out of solid oak, all the joint and construction details of the furniture are expressed, demonstrating craftsmanship and functionality.

Within the wardrobes clothes are presented against backdrops of wallpapers or domestic scenes, whilst below accessories and folded garments are displayed in scallop edged haberdasher’s drawers – each with different dovetail joints, showing a hand-finished touch. This crafted elegance is contrasted by the rawness of the stripped back ceiling, with exposed riveted beams and services that share the honesty of any agricultural building.

The sculptural metal merchandising fixtures echo branches or antlers, and are complemented by oak posts. Braced with traditional joiners sash clamps, the fixtures feel crafted and spontaneous, almost as if they were still to be completed. The Joules team loved the sense of being able to visually articulate traditional skills and detailing throughout the store, almost like a glimpse into the workshop of the saddler or blacksmith.

A utilitarian feel has been given to the boot display. Colourful metal luggage cases and trunks stack together supported by luggage straps. The powder coated paint colours of the cases, could have been taken from any Land Rover or British sports car paint palette.

Elsewhere pops of colour add spontaneity throughout the store. Hand finished raw oak drawers and table legs have been dipped in bright rural paint colours; a witty reference to muddy walks in the country, but also synonymous with the optimistic Joules brand philosophy and their famous ‘twists on a classic’ designs - the pink wellie boot to name one. 

The cash desk area has modern nostalgic feel, taking inspiration from traditional shop keeping. The cash desk itself is a modern interpretation of a draper’s cabinet. A minimal oak case frames glass panels printed with photographs of an original draper’s cabinet. Behind the cash desk, hangs a large roll of printed brown paper, reminiscent of traditional butchers shop and illustrated with a print from Joules. Suspended above, a quirky lighting fixture created from milk bottles.

The map of British Isles


A beautiful staircase leads to the 1st floor, with a modern traditional feel. A masculine Joules stripe is expressed as a painted timber stair runner - a modern twist on a classic.  Inlaid brass tailor’s measuring tapes act as contrast strips. Wrought iron balusters and the painted timber handrails finish the staircase with rams horn detailing.

CK commissioned artist Patrick Thomas to silk screen print a 3m high countryside mural as a gallery feature leading to the first floor. The map of British Isles is composed of signature hare motifs, which have the feel of traditional woodcuts. A beautiful and sensitive expression of the Joules brand.

The light-hearted character of the brand is evident throughout the store in the smallest details; Joules leaping hares become brass drawer handles.

The store evokes feelings of well worn quality and craftsmanship which draws on tradition - a contemporary presentation of true British style and eccentricity.

 “We are absolutely delighted with the new Joules store in Covent Garden. CK have brought our brief to life in every aspect of the design. Joules is a British brand that is growing and we need our shop fits to demonstrate this. Our clothing is about colour and detail and feels wholesomely familiar and the team at CK have mirrored this in their design. We can’t wait to bring our part of the country to town and hope our customers enjoy this very exciting time too.” Tom Joule, Managing Director Joules.  


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