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Gramicci Store - London


Wisdom & Effort/Gramicci

The legendary climbing brand Gramicci has opened 
its first ever physical retail space on Earlham St 
in the Covent Garden area of Central London.

The store, opened in conjunction with Wisdom & Effort (Gramicci’s distribution partner in the UK and Europe) will act as a focal point to showcase the brand’s functional clothing, alongside its high profile collaborations with other highly-respected global brands. What’s more, the space will also serve as a location to host gatherings and events aligned with the brand’s ethos and heritage.

The store is a boutique unit over 2 floors, which has been designed by Outsiders Design Studio (an offshoot of the well renowned outdoor goods retailer) who, building on a retail merchandising system design from WDC-Creative ( worked with a wide variety of partners to complete their vision.


The striking geometric forms within the plywood fixtures weren’t just influenced by indoor climbing walls, but they were manufactured by Kong Climbing—the UK’s leading climbing wall manufacturer. 

The interior also features the work of João & Carolina Parrinha, who under the name Softrock create stunningly realistic rock forms from foam rubber. The duo created a series of bespoke installation pieces for the store, which help bring a feel of the natural environment into the retail space.


Highlighting the long-lasting durability of the brand’s products, the in-demand creative studio Greater Goods created custom patchwork fabric panels from old Gramicci pants that were used to provide the stores changing room curtains as well as cushioning for bespoke plywood benches manufactured by creative fabricators, M3 Industries.

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