LOVESHACKFANCY
LONDON

Located on Symons Street in Chelsea, LoveShackFancy’s second London store layers the brand’s distinctive sense of colour, pattern and femininity with bespoke architectural details, vintage pieces and found objects.

The starting point for the project came during a sourcing trip along Pimlico Road with founder Rebecca Cohen, where we discovered a 19th-century Wedgwood Jasperware plate. Its dusty pink ground, delicate white relief and neoclassical detailing became an early reference for the store—informing the paint palette, decorative plasterwork and the architectural language that developed throughout the space. The pink paint colours used in the store were matched back to the plate.

The existing interior was substantially reworked, including the relocation and complete redesign of the staircase. Custom plaster mouldings by Stevensons were developed throughout the store, while the decorative header above the main portal was drawn from the Stevensons archive and re-poured specifically for the project using its original historic mould.

All fabrics were custom designed for the store, with wallpapers developed to match their patterns and colours. Vintage furniture, prints and artworks were sourced throughout the Cotswolds, while 19th-century Italian beaded chandeliers, discovered in Amsterdam, bring another layer of history to the interior. Custom lampshades made using LoveShackFancy fabrics tie these found and antique elements back to the brand.

The result is deliberately layered rather than pristine—a collection of bespoke architectural elements, pattern, colour, antiques and vintage finds brought together to feel as though they have been assembled over time. At its heart is the small 19th-century pink plate discovered on Pimlico Road that became the unlikely starting point for the entire interior.