Menswear indie Stuarts of London has installed a new shopfit designed by the same firm that creates stage sets for pop star Lady Gaga.
Ravi Grewal, co-owner of the Shepherd's Bush store, said its interior needed updating to complement its website and the brands it stocks. He said: "We've gone for a modern day gentleman look, an old-school heritage feel with a twist.
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Grewal said the store's website accounted for about half of overall sales and that the store drew tourist shoppers from countries including Sweden, Norway and Denmark.
"Now when customers make the trip from abroad they will get the shopping experience they expected and not be disappointed," he said.
The £150,000 project saw the inside gutted before subtle changes were made to the Grade I listed shopfront and a total makeover was carried out on the interior.
Design firm Eventologists sourced reclaimed Victorian wood for the flooring, which was sanded and given a cherry gloss finish.
Flagstone from a demolished church was used for the entrance and every other element of the shopfit was bespoke.
Stuarts of London stocks brands including Oliver Spencer, Barbourx Tokihito Yoshida and Levi's.