Pure Groove

Pure Groove, an independent record label, music retailer and publisher, commissioned Threefold Architects to design a new retail, exhibition and performance space for its new headquarters in Smithfield Market in 2007.

In response to the varied brief, Threefold Architects designed a series of bespoke architectural insertions using an intentionally pared down pallet of materials to create a dynamic and exciting space. The site can be transformed from a store to a gallery to a cinema to a music venue capable of accommodating live bands and hundreds of fans.

The design concept focuses on the ‘Pure Groove Top 100’, a constantly changing display of 100 different musical releases. The team sought an alternative approach to traditional music retail display. This was achieved by creating a unique display and storage system that celebrates individual objects as exhibits.

A series of steel rails wrap the perimeter walls of the shop leaving a generous central space available for in-store performances and events. Using a combination of standard laboratory components and bespoke engineered elements, each of the 100 items is hung from the rails with a clearly identified label, item number and short description. Movable hanging screens which double as acoustic baffles offer further flexible display for artwork, merchandise and promotional material.

The project was shortlisted in the Architects Journal Small Projects Awards 2009.

Photographs by Charles Hosea.

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