Moss
A Flagship to Mark
a New Era for Moss
On London’s Oxford Street, Moss – formerly Moss Bros – wanted a flagship that would signal the brand’s evolution. With a history stretching back to 1851, the challenge was to respect heritage while redefining Moss as a contemporary leader in menswear.
The Challenge
The existing store needed more than a refurbishment. Moss had acquired additional floors and wanted a concept that would showcase the full breadth of the brand – lifestyle wear, premium tailoring and hire services – all under one roof. The design had to balance a modern look with a nod to tradition, and create distinct customer journeys across three floors.
Inside, each floor was designed as a different chapter in the Moss story:
- Ground floor: Smart casual wear, presented in an open, vibrant space with a contemporary edge. A prominent payment area anchored the rear of the floor, keeping service central.
- First floor: Premium collections and tailoring, set within a refined “New York studio” feel that preserved Victorian windows and ceiling details. Fitting rooms were placed on the shop floor, underscoring Moss’s commitment to personalised service.
- Basement: A sanctuary for hire and evening wear. A tiled staircase led to an intimate setting designed for groups and special occasions, reinforcing Moss as “suit experts since 1851.”
Across the store, material choices conveyed quality and texture, while the flow of the space created a multi-sensory, narrative-driven journey.
Our Response
The shopfront was re-imagined with a sophisticated textured render – a tactile nod to the fabrics Moss is known for – with recessed signage and towering windows that framed mannequins and drew the eye upwards.
The Outcome
The Oxford Street flagship positions Moss as more than a suit retailer. It’s a destination that spans lifestyle, premium tailoring and hire, expressed in a way that feels fresh but rooted in history. Each floor offers its own atmosphere, but together they create a seamless experience that reintroduces Moss to the high street with confidence and ambition.
