Lyle & Scott (L&S) is a heritage clothing brand that teams quality with youthful street style. It’s been providing brilliant casual wear since 1874 and has built an eclectic fan base ranging from royals to rock stars.

We’d been working with L&S for more than five years, designing its Cheshire Oaks outlet store and supporting retail expansion into Europe, then the brand asked us to think about its flagship store in Edinburgh. Since our relationship had already become more strategic, we were well aware of what the brand stood for and where it was going.

Although L&S expected its flagship store to perform financially, it wanted more from this space: something that would be interactive, experiential, and distinctively different from other retailers.

Our idea was to give customers an experience that was thoughtful yet complementary – a space that would prompt conversation, interaction, and deeper brand engagement. The experiential elements would need space, of course, so we agreed to devote 25% of the shoppable retail area to activities such as grabbing a cup of coffee, chatting, or watching the football. Within that free space, we placed a coffee bar, a barber’s shop, and a bespoke L&S tailoring and customisation service.

The complementary aspects of these services are fundamental to the concept. They turn the Edinburgh store into a destination in which visitors can immerse themselves in the brand. Storytelling design elements, such as versions of the L&S eagle (in paint, mosaic, and relief) and snippets of L&S history, deepen the sense of brand immersion. And a sympathetic treatment of the existing building structure using simple, honest materials helps ground the brand in its location.

The concept worked: footfall and dwell time were up, as were sales and repeat business. In a single site, L&S has a flagship store and an uplifting brand experience.