Stella McCartney Brand Book
STELLA McCARTNEY“I WANTED TO HAVE LIFE IN THESTORE—TO BRING NATURE INTOTHE EXPERIENCE OF SHOPPING”Three-foot tall boulders from the family farm in Kintyre, Scotland,sit on the concrete floors, contrasted against brightly colouredrecycled foam seating, a squidgy orange silicon desk andreclaimed Venetian wood that serves as shelving.Paul McCartney’s old vinyl player sits in the menswear departmenton the fourth floor, and visitors are invited to play hisrecords. A soundtrack of unpublished music composed by theformer Beatle is also played through speakers behind mirrorsand from the ceiling above the spiral steel staircase.”Audio hassuch weight and magnitude in my life, probably not like fornormal people,” said McCartney.“I want anyone to come to this store, whether you’re rich, poor,black, white, old, young, male or female. Anyone can come. Idon’t need you to buy anything, I just want you to come andexperience the store and listen to the music.”The main focal point of the store, the steel staircase, has causedmuch contention among the Stella McCartney team, as it eatsinto valuable retail space. She was advised to create a smallstaircase to maximize the surface area of her shop floors, butMcCartney pushed back.“We’ve given up a lot of retail space in the store to create anarchitectural experience,” she stated.“Architecture is a huge passion of mine and I have been thearchitect in this process of creating this space. You are only allowedto do so much architecture in retail because you are limitedin that people have to do a certain amount of shopping.”Regarding the style of the store’s design, Stella said “There isa brutalist architectural element to the store with the concreteand then the rocks, and it’s sort of jarring and unsettling. Thento see fabric, it’s all mashed up into why I do what I do. I lovebrutalist architecture. I’m a big fan of brutalist touch points,like how this fluted concrete meets the soft floor. Then thesilicon desk, did you feel it? It’s so amazing”.McCartney hopes that the sustainable elements of her newstore, which slot in around the striking visual elements, willurge other designers to incorporate environmental thinkinginto their work.“This is not easy for me and these shoulder-padded-shouldersto do. I’m trying to lead by example, I’m not making a sacrificeand I’m trying not to preach,” she added. “It’s exhausting fullstop, but we believe it and we do it and we won’t stop.”Image top: The store references the designer’s upbringing. Bouldersfrom the family farm in Kintyre, Scotland, sit on the concrete floorsamong living moss.Image bottom: McCartney’s environmental mission influenced the designof her new London store, which contains bio-plastic mannequinsmade from sugar-cane derivatives.74
CIRCULARITYProgress . . .75
- Page 23 and 24: SUSTAINABILITYAmber Valetta for Ste
- Page 25 and 26: SUSTAINABILITYStella McCartney Wint
- Page 27 and 28: SUSTAINABILITYSTELLA McCARTNEYACTIV
- Page 29 and 30: SUSTAINABILITYGET INVOLVED!WHAT WIL
- Page 31 and 32: SUSTAINABILITYSTELLA McCARTNEY: INN
- Page 33 and 34: SUSTAINABILITYBolt Threads Mushroom
- Page 35 and 36: SUSTAINABILITYMICROSILKMICROSILKSte
- Page 37 and 38: SUSTAINABILITYBIODEGRADABLE DENIMBI
- Page 39: SUSTAINABILITYRE-ENGINEERED CASHMER
- Page 42 and 43: STELLA McCARTNEY“IF I DON’T DES
- Page 44 and 45: STELLA McCARTNEYSTELLA McCARTNEYDES
- Page 46 and 47: STELLA McCARTNEYELYSE SHOESEST. 201
- Page 48 and 49: STELLA McCARTNEYCOLORIFIX DRESSEST.
- Page 52 and 53: STELLA McCARTNEYSTELLA McCARTNEYPRE
- Page 54 and 55: STELLA McCARTNEY54
- Page 56 and 57: STELLA McCARTNEY“IT’S NOT ABOUT
- Page 58 and 59: STELLA McCARTNEYWE ARE THEWhat woul
- Page 60 and 61: LARGE OUTSIDE FORCES. BUT RECOGNIZI
- Page 62 and 63: STELLA McCARTNEYImage above: Stella
- Page 64 and 65: STELLA McCARTNEYBUY A BRA. DONATE A
- Page 67 and 68: Stella McCartney 2019 Breast Cancer
- Page 69 and 70: CIRCULARITY“BY ENSURING THAT OUR
- Page 71 and 72: CIRCULARITYStella McCartney Spring/
- Page 73: CIRCULARITY73
- Page 77 and 78: CIRCULARITYStella McCartney Sustain
- Page 79 and 80: CIRCULARITYEthical warrior, Stella
- Page 81 and 82: CIRCULARITYCLICKIMAGE!Stella McCart
- Page 83: CIRCULARITYFollow hooves up the hil
- Page 87 and 88: REFERENCESStella McCartney. (n.d.).
- Page 90: GIF by Maxwell Paternoster for Stel
CIRCULARITY
Progress . . .
75
Change language