Dezeen Magazine

Overview of Aimé Leon Dore store in London designed by Sarita Posada

Aimé Leon Dore's London boutique homages modernist architect Adolf Loos

New York interior designer Sarita Posada has layered "lived-in" details and rich textures inside the first London store from fashion and lifestyle label Aimé Leon Dore.

Located on Broadwick Street in London's Soho, the two-storey boutique is the brand's second outpost and first international flagship, designed in collaboration with London-based West Architecture.

Exterior of Aimé Leon Dore's London flagship store
Aimé Leon Dore's first international flagship is located in London's Soho

Rather than riffing on the design of Aimé Leon Dore's first-ever store in New York, the London flagship was designed to provide a contrasting experience.

"We imagined the next iteration of the brand's environment as a moodier and more intimate experience," Posada told Dezeen. "We wanted the space to evoke the feeling of some old members' clubs you might find around London."

Seating area with yellow armchairs and walnut cabinetry in clothes shop in London by Sarita Posada
Walnut cabinetry is used to display products on the main shop floor

As well as a retail space, the shop incorporates Café Leon Dore – an all-day cafe and eatery serving Greek-inspired fare and drinks that nod to the heritage of the brand's founder Teddy Santis.

The dark and atmospheric interior was designed to play with Aimé Leon Dore's vibrant colours and patterns while paying homage to the work of Austrian architect Adolf Loos, famous for designs including the Villa Müller in Prague and the American Bar in Vienna.

Walnut wood cabinetry in clothes shop interior by fashion brand Aimé Leon Dore
Persian rugs and marble floors help to create a richly textured interior

Informed by the architect's richly textured interiors, Posada filled the space with dark walnut wall panelling, Cipollino marble floors, mosaic tiling and brass detailing, alongside "lived-in" details like antique Persian rugs and custom furniture with leather insets.

"The connection to Loos was originally in the materiality and how nicely these elements complemented the brand palette," Posada told Dezeen. "Villa Müller and Knize, a renowned tailor shop he designed in Vienna, felt particularly relevant for this project for that reason."

"Although we had various historical references and wanted them to read in the space, it was important to create an environment where modern furniture such as an Achille Castigiolini's Light Ball fixture and detailing would still feel at home," she added.

Customers entering the store are greeted by a series of deflated basketballs mounted in a grid on the wall – a signature work by New York artist Tyrrell Winston that serves as a tribute to Aimé Leon Dore's New York roots.

Walnut wall panelling with basketball artwork in London retail space designed by Sarita Posada
A grid of deflated basketballs by artist Tyrrell Winston decorates the entrance

Much like the main retail space, Café Leon Dore is wrapped in walnut panelling and features hand-cut marble flooring, a brass logo inlay, Calacatta Viola marble countertops and a leather banquette.

A private lounge finished with fabric panelling and leather banquettes is located downstairs. This is equipped with a sound system and a DJ setup, as well as a curated vinyl collection and a bar for guests.

Dark lounge space and bar with vinyl collection by designer Sarita Posada
A dark lounge space with a sound system is housed on the ground floor

Posada is a designer specialising in interiors and furniture, who began her career working with Shawn Hausman on the design of The Standard hotels.

Since then, she has taken on a range of residential and hospitality projects including the Palm Heights Grand Cayman hotel, where she worked with creative director Gabriella Khalil and LA designer Courtney Applebaum to create an interior styled like a 1970s Caribbean mansion.

The photography is by Ståle Eriksen.

More images

Sarita Posada's Aimé Leon Dore store in Soho
Sarita Posada's Aimé Leon Dore store in Soho
Sarita Posada's Aimé Leon Dore store in Soho
Sarita Posada's Aimé Leon Dore store in Soho
Sarita Posada's Aimé Leon Dore store in Soho
Sarita Posada's Aimé Leon Dore store in Soho
Sarita Posada's Aimé Leon Dore store in Soho