Following the Barcelona store, TwoJeys has once again collaborated with El Departamento on its new flagship on Regent Street, London. The 60 sqm store combines timber, rough-textured surfaces and metal details with references to British culture and London’s underground scene.
The project develops the “Silversmith’s Atelier” concept introduced in Barcelona. While the previous store looked at the silversmith’s workshop, the London flagship goes back to the source of the material itself: the silver mine. Materials and several architectural details take their cue from this idea.
Timber and mineral surfaces
Timber clads the walls and forms the coffered ceiling. Alongside it, rough, heavily textured surfaces simulate the rock from which silver is extracted. The contrast between timber and these mineral-like surfaces establishes the main material language of the store.
TwoJeys’ ICON CHAIN, from the brand’s 925 sterling silver collection, appears directly within the walls. Its metal links emerge from the textured surfaces as though the silver were still embedded in the rock. Outside, the same chain is reproduced at a much larger scale on both sides of the façade.
Diamond-plate shelving, a bespoke railing featuring the double-star motif and suspended car rims add a more industrial character. Overhead, the timber grid incorporates a network of speakers, while technical lighting is positioned lower down on metal tracks.
Display furniture for the jewellery
Much of the furniture was developed specifically for displaying jewellery. El Departamento reinterprets the classic desk-dresser as a series of bespoke display units topped with small cylindrical supports, allowing individual pieces to be presented separately.
Narrow-beam lighting focuses on each piece. Necklaces and larger items use modular components that fit into the base cylinders, while the tables can be rearranged for different collections.
Large black star-shaped volumes provide another recognisable TwoJeys element. They are used both for product display and to form the main cash desk.
The “TwoJeys Apartment”
The store also works as a “store within a store”: the furniture used in the interior can be purchased alongside the jewellery.
Next to the fitting rooms, the “TwoJeys Apartment” brings together a rug, shelving, a mirror and a sofa. Studded tartan upholstery on the sofa references London’s punk scene, bringing a traditional British textile into a setting shaped by the brand’s more rebellious aesthetic.
TwoJeys and El Departamento conceived the Regent Street flagship as more than a place to shop. It is also intended as a meeting point for the brand’s creative community, with areas where visitors can spend time, meet and interact.
Location: 310–312 Regent Street, London, UK
Area: 60 sqm
Architecture & Interior Design: El Departamento – Alberto Eltini & Marina Martín
Photo credit: Miguel Fernández-Galiano