Simon James’ new concept store in Newmarket is a minimalist dreamscape.
The new Simon James Concept Store on the corner of Newmarket’s Kent Street and Osborne Lane, with its massive windows and minimalist colour palette, is a sponge for light, every surface softened through the all-day sun.
A collaborative effort between Cheshire Architects and interior designer Rufus Knight has given the character building a quiet glory that’s perfect for showcasing the store’s understated ranges of homeware, fashion, design, jewellery and skincare. “We love the location and we really liked the character of the building,” says Simon James.
Post-renovation, the result is a comforting minimalism that is made to challenge conventional retail formats, James says. “We’re all about giving each product a little bit of room to breathe, so I guess it was creating an environment that would allow that.”
![The olive green armchairs were designed by James with the store in mind. “I thought it would be perfect for the store,” he says of the design, “so we pushed it through [production] a little quicker.” Between them sits the solid oak Offset stool, also by James. On the other side of the room is a long, mustard ottoman (not pictured) made specifically for the new store.](https://fq.co.nz/wp-content/uploads/2017/10/sjn-33.jpg)
