Located in an otherwise overlooked brick building off Broadway in Newmarket, the newest Simon James Concept Store has a stripped back, yet soft aesthetic that creates a feeling of contemplative calm for shoppers.

This sense of refinement is emblematic of interior architect Rufus Knight, who created the interior design for the store using pale timber flooring, a large central Jura Grey marble island and custom stainless steel shelving that frames the items on display with a gleam of shine.

Simon James says there had been several requests from his customers for a store that was accessible to those who live east of the city, and he had always liked the character of the buildings in that part of Newmarket.

“The corner location in Osborne Lane was perfect, but the space had a low ceiling and felt closed off to foot traffic. We brought on Nat Cheshire [from Cheshire Architects] who came up with the idea of opening up the west side of the store with a very large window while retaining the character of the building,” he says.

“We then worked with Rufus Knight on the interior fit-out where the starting discussion was around walking into some one’s home rather than a store.”

The concept store focuses on accessories, homeware and fashion, rather than the brand’s furniture and lighting products. It is also open by appointment for those wanting to experience the store privately.