PATEK PHILIPPE London flagship store.

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AW2 has been involved with Patek Philippe for the last 4 years. It was responsible for the new maison in Beijing.

In 2013, AW2 was asked to design the new Salon Patek Philippe in New Bond Street, London. The project implied that the brand would extend its premises from the original 80 sqm to 420 sqm.


It took just under 18 months to design and to complete the works, and the long awaited new shop has now just opened to the public. The architecture at the new Patek Philippe Salon in London was developed as a contemporary interpretation of Art Deco.

Each element of the design is reinvents the codes of the original style into today’s world. All materials were carefully chosen to form a subtle range of natural colours from light beige to dark bronze.


They are used to create a warm, delicate feel with a subdued sense of luxury and to set off the furniture and all the decorative elements specially developed for Patek Philippe. The cream and coffee coloured stones used for the floor are echoed with the alabaster and bronze chandeliers on the ceilings, or the lamps on the sales tables. These lights were designed by Reda Amalou especially for Patek Philippe.

The chandelier is a composition of alabaster cubes in various sizes, suspended from a bronze frame. The main piece, a huge. chandelier, sits at the centre of the salon, over the square display table. It diffuses light through the translucent alabaster, giving out a soft warm light and showing off the stone’s delicate patterns.


Behind the circular staircase that leads you to the service centre, the alabaster has been used again as a assembly of panels, with bronze frames forming a giant, 6m tall, patterned wall of soft stone and light. It sits in front of the sweeping staircase, with its curved glass handrails inlaid in fabric.

The same glass is used around the stairwell. In order to reinforce again the idea of heritage and innovation, the Studio developed a special embossed leather wall covering, used around the arches of the main floor. The idea is taken directly from the Geneva Salon where walls are adorned with Andalusian cordoba leather.


The design has been developed on a stylised Calatrava cross which intertwines to form a subtle pattern. Moulds were then created to emboss the off white leather panels and create a unique wall covering. Great care in the choice of Artwork and decoration pieces, with contemporary pieces acquired, such as the wood carved painting in the VIP sales area.

Above the reception desk a unique glass bas-relief was commissioned. The design practice is responsible for  the freestanding screen in bronze and engraved, gold leaf, privacy screen. As well as the hand made Persian rugs, the Sycamore, leather and brass tables, the display cabinets, the mirrors.

Every detail, at the Patek Philippe Salon London, has been carefully designed and every piece carefully chosen to form this bespoke environment.


AW2 is an international architecture and interior design office run by Réda Amalou and Stephanie Ledoux. Both partners take active roles in the design process and are personally involved in all the projects that the firm produces.
AW2 has worked in 25 different countries and develops new projects across the world every year. The company has developped a strong experience in high-end projects. Hotel projects and interiors are an important part of the work produced by the company. AW2 won the mipim award for best hotel and was nominated twice at the AFEX (French architects overseas) Grand Prix d’Architecture in France.

by AN shopfitting magazine ©