Following its London pop-up store in October, Pedro Lourenço’s sustainable label Zilver opened its first flagship location in London.
Zilver calls 19 Air Street, situated in Soho off of Regent Street, Brewer Street, and Piccadilly Circus, home. The label’s sustainable ethos is threaded throughout the store’s identity. A vertical living garden graces the exterior, bringing the concrete jungle of Central London a much-needed injection of vibrancy while absorbing carbon dioxide, while recycled aluminum columns framing the entrance door. The neighborhood’s infamous neon lights are echoed inside Zilver as aluminum clothing rails are embedded with LEDs to delicately light up the clothes, simultaneously referencing the brand’s futuristic approach and leaning towards a space-inspired theme.
A kitchen extractor fan has been fashioned as Zilver’s changing room area, adorned with silver curtains akin to NASA fabrics. Le Corbusier’s modernist LC3 chair has been reimagined by the architect Paul Cournet, crafting the “LC3 ZILVER'' chair from repurposed tennis balls – forming foam blocks – before painting it in recycled metal powder silver paint and fitting this to a second-hand LC3 tubular steel and chrome-polished frame.
“We live in such a digital world, and everything is focused on shopping online; there’s something grounding about being able to experience and try on clothes in a physical space,” said Pedro Lourenço, founder, Zilver.
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