Chalk Celebrates: Fired Earth Flagship Store

By Bradley Eccleshare, Communications

Chalk Celebrates: Fired Earth Flagship Store – Chalk, a leading architecture and interior design, build and fit out company, is proud to announce the successful completion of Fired Earth’s new flagship retail store on the New Kings Road. The store officially opened its doors to the public in September 2023, marking a significant milestone in the collaboration between Chalk and Fired Earth.

Chalk’s dedicated team worked closely with the Fired Earth team to bring their vision to life, resulting in an outstanding retail space that seamlessly combines aesthetics and functionality. The meticulous attention to detail and commitment to excellence are evident in every aspect of the store’s design, reflecting the shared passion for delivering top-tier retail experiences.

Chalk proudly acknowledges the pivotal role of interior designer, Holly Bowen, in shaping the success of the collaboration. Working closely with the dedicated Fired Earth team, Holly brought a modern interpretation to the store’s design, seamlessly integrating the brand’s identity. From fixture design to collaborative spaces, Holly’s touch is evident in every detail, with a standout contribution being the introduction of a Virtual Reality (VR) concept for visualising product installations. Fired Earth directors and attendees at the grand opening expressed admiration for store’s innovative design, highlighting the layout as a significant success.

Continuing our acknowledgment of key contributors, we extend our appreciation to Edward Ashcroft, Construction Manager, and our valued supply partners at Chalk. Edward’s tireless dedication played a pivotal role in the project’s success, overseeing critical tasks ranging from demolition and 1st fix MEP to the meticulous execution of the CAT A fitout. His unwavering commitment ensured a high-quality final finish and timely handover, exceeding expectations within challenging timeframes. Alongside Ed, our fitout team demonstrated exceptional skill, contributing significantly to the project’s seamless transition from design to execution. The success of this endeavour lies in our ability to interpret and represent all aspects of the design and client’s vision, resulting in a product that reflects the collaborative efforts of our talented team and supply partners.

The grand opening event, held on 14th September, was a resounding success, with the store’s two floors filled to capacity. The event was hosted by Fired Earth directors, alongside renowned designer Kelly Hoppen. Attendees had the opportunity to explore the carefully curated store, showcasing Fired Earth’s signature products in an atmosphere that blends sophistication with modernity.

“We are thrilled to have played a key role in the realisation of Fired Earth’s vision for their flagship store,” said Alex Ward, Managing Director at Chalk. “The collaboration between our teams was truly inspiring, and the successful launch event is a testament to the dedication and hard work put in by everyone involved.”

Fired Earth’s directors expressed their satisfaction with the outcome, emphasising the seamless partnership with Chalk. “Chalk’s expertise and commitment have been instrumental in bringing our vision for the New Kings Road flagship store to life. The collaboration has resulted in a space that not only reflects the essence of Fired Earth but also provides an unparalleled shopping experience for our customers,” said Toby Lousada, Joint Managing Director.

The flagship store, located at 96 New Kings Road, showcases the latest trends in store design and sets a new standard for retail spaces. Customers can expect a diverse range of Fired Earth’s premium products and experience first hand the brand’s commitment to quality and innovation.

Chalk looks forward to continued success in future collaborations and is excited about the positive reception of the Fired Earth flagship store in the community.

For media inquiries, please contact:
Bradley Eccleshare, Marketing & Communications, Chalk +44(0)7525 929198

About Chalk:
Chalk, headquartered in Emsworth, Hampshire, stands as a premier architecture and interior design, build, and fit-out company with a rich legacy spanning 8 years. Specialising in diverse sectors, including education, Ministry of Justice and Defence, retail, leisure, hospitality, and commercial office fit-outs, Chalk has earned a reputation for excellence in delivering innovative and tailored solutions. Chalk’s commitment to quality, coupled with a deep understanding of client needs, has positioned us as a trusted partner in transforming spaces into functional and aesthetically pleasing environments. With a wealth of industry experience, Chalk continues to set the standard for creativity, efficiency, and craftsmanship in the world of architecture, build, interior design and fit out.

About Fired Earth:
Fired Earth began in an Oxfordshire farmyard in the early 1980s, selling terracotta floor tiles at a time when they were relatively unknown by the British public, by the mid 1990s, the company had grown from its humble beginnings to having a number of showrooms in London and across the country. Today, we have 26 showrooms in the UK, including our brand-new destination store on New Kings Road in London. Fired Earth is now an acknowledged authority on colour and pattern, and the company’s philosophy is simple – to offer beautiful, authentic products made from honest materials. Fired Earth has grown to take in a stunning bathroom collection, much of which is made right here in the UK, and a considered paint range. Every product is designed to be perfect for today while also being able to stand the test of time. If we haven’t yet met, we look forward to welcoming you in store…