Stone Island: No stone left unturned


A complex build, ultra-precision and the need to flex a programme that required the umdasch General Contracting team to mesh in with multiple suppliers from around Europe, has resulted in a stunning new London flagship for Stone Island.


The third in a flagship design from Marc Buhre, an industrial designer from Heidelberg and founder of architecture studio Zeichenweg TM, Stone Island London opened on Soho’s Brewer Street in July. Conceived in line with the upscale fashion brand’s philosophy as “both an object of design and a container of clothes”, the general contracting of a complex retail project was delivered by umdasch.

After a competitive tender, the umdasch General Contracting team won the project work early in 2021 and took over three adjacent units that had been operated by Stone Island owner Four Marketing as client and paymaster. These had been amalgamated into one, 300 m² unit and returned to shell and core.

Challenging times require highest commitment

The project was to deliver the flagship design, which features a natural stone floor manufactured off-site in Italy, distinctive fixtures for clothing and an urban style back wall behind the cash desk, which wraps round and flows to the changing rooms. Unusually, the same quality fit-out is also evident throughout the back-of-store areas.


Originally, the stone flooring was to be installed by the Italian manufacturer, but COVID restrictions meant the team could not travel and therefore the umdasch team fitted what head of General Contracting UK, Mike Smart, says was akin to assembling a large, ultra-precise jigsaw puzzle.


“I have never worked on a scheme that required such complete precision,” he recalls. “We were managing a range of suppliers, plus manufacturing some of the display equipment, and because major elements were made off-site they had to be absolutely correct to the millimetre. Therefore, the preparation was critical, because if that had been wrong the whole project would have been off.”

Photo Credit: Stone Island

General Contracting by umdasch: Taking care of everything

The complexity of this was only made more challenging by the fact that the flooring is natural stone and that regular shapes had to meet curved stone footings below the display fixtures and at the fabricated units that feature in the large display windows. “Realistically, there are always going to be slight deviations when you are handling a natural product and so our flooring team had to work meticulously to ensure that everything was just so,” says Mike.


 “On top of that, because of COVID challenges and the such, our program had to be fairly fluid and continually adjusted – whether it be equipment, displays, flooring or air handling units – that had been held up. Hence we had to adjust the schedule and order of works to flex and accommodate this.”

Photo Credit: Stone Island

Teamwork makes the dream work

Mike stresses that successful execution was down in no small part to open lines of communication, with constant dialogue with the client and design teams including architects/designers Dariia Maxsimova and Chiara Negri, client’s project & cost consultant Darren Smith from Kempton Smith, local architect Alex Smith of Studio P Design and umdasch’s project manager Ian White. This enabled umdasch and the wider team to make quick and pragmatic decisions to keep the project moving forwards.


The store also sits below residential units in London’s busy Soho district and Mike recalls that open dialogue with resident representatives, Centre Management and Security ensured that the neighbours remained on board during the 16 weeks of construction and fit-out.



Photo Credit: Stone Island

All's well that ends well

The result is a double-fronted store with an urban vibe, offset by natural materials and low level lighting, with clever use of suspended fittings and wraparound mesh detailing that links the back wall, cash desk and fitting rooms at the rear of the outlet.


“For me the success of this project was the clear communication, lack of ambiguity and the mutual trust developed,” says Mike. “We were able to be flexible and be decisive throughout, constantly adjusting and flexing the programme to keep the construction and fit-out on track.”

Photo Credit: Stone Island

We would like to ask for your consent with regard to the
  • use of cookies
  • the transfer of the data gathered by cookies to the USA

1. The Use of Cookies

We, the umdasch Store Makers Management GmbH, use cookies and third-party applications. This enables us to ensure the optimum performance of our website, particularly to continuously improve the functionality of our website (necessary cookies) or to tailor the advertisements that you see on certain platforms to the user’s specific needs (marketing cookies).

Further information about the cookies we use can be found in our Privacy Policy. We also offer you the option to choose which cookies you allow (advanced cookie settings).

2. Data transfer to the USA

Some of our partners have subsidiaries in the USA. We transfer your personal data to these partners in the USA either manually or via an interface.

Please note that with the ruling of July 16, 2020 (Court of Justice of the European Union C-311/18, Schrems II Ruling), the adequacy decision that permitted the transfer of personal data to the USA was repealed. This means that the USA, as a third country, does not provide an adequate level of data protection.

The specific risk to you as a user is that if your personal data is transferred to the USA, it may be accessed by the US authorities for control and monitoring purposes and you have very few effective and enforceable rights to object to this access.

The personal data that we transfer to the USA consists primarily of IP addresses (internet protocol addresses).

We work with the following service providers, depending on the application:
  • Facebook LLC
  • Google LLC
  • YouTube LLC
  • Matterport Inc.
  • etracker GmbH
  • LinkedIn Inc.

We require your consent to allow us to pass on your personal data to these service providers.

You are able to withdraw your consent at any time and with immediate effect via the Cookie Settings page of our website.

Do you agree to the use of cookies and the transfer of your personal data to the USA?

Advanced Cookie Settings


These cookies ensure the basic functioning of our website. In other words, your preferred settings are saved for the next time you visit the site. This includes settings regarding your country of residence and language. These cookies also help ensure the secure use of our website.

The use of these cookies enables us to analyse the use of our website. They also help us to continually improve the website’s functionality. Furthermore, they allow us to integrate third-party services, which enables advanced functionality of our site.

The use of social media cookies and applications allows advertisements that are displayed on other platforms to be tailored to your preferences.

I hereby give my consent to the transfer of my personal data to the USA.