Fred Perry
Dubai
Assier
Extra Wide Plank
Explore this floor
Fred Perry
Black-toned Assier oak for a high-footfall luxury retail store in Dubai Ink Associates selected Assier for its dark colouring and expressive aged surface. The substantial engineered oak floor supports Fred Perry’s distinctive retail concept within one of Dubai’s busiest shopping destinations. Woodworks by Ted Todd was commissioned to supply Assier for Fred Perry’s Dubai Mall store. Woodworks is our sister brand, specialising in extraordinary modern and historic wood floors, handmade panels and bespoke architectural details, developed and made in its Cheshire workshops. Our team worked with Ink Associates to provide a characterful aged oak floor suited to the store’s design and performance requirements.
- Project type
- Retail
- Location
- Dubai
- Featured product
- Assier
Project Overview
British casualwear brand Fred Perry has developed a distinctive international retail identity around its sporting heritage, Laurel Wreath emblem and longstanding connections with music and youth culture.
The opening of its Dubai Mall store extended this identity into the Middle East. Design consultancy Ink Associates was responsible for translating the brand’s established character into a contemporary store within a major international retail destination.
Ink Associates commissioned Woodworks by Ted Todd to supply Assier for the project. Woodworks is our sister brand, specialising in extraordinary modern and historic wood floors, handmade panels and bespoke architectural details, developed and made in its Cheshire workshops.
Project Requirements
The floor needed to contribute to Fred Perry’s confident retail identity while meeting the practical demands of a high-footfall store. A distinctive tone and authentic timber texture were important, alongside an engineered construction suited to sustained commercial use.
Ink Associates required a floor with enough character to make a visible contribution to the interior without distracting from the clothing and product displays. Its colour also needed to provide a strong, consistent foundation for the wider material palette.
How we helped
Our team worked with Ink Associates to supply Assier from the Woodworks Aged collection. Its deep colouring, aged texture and substantial engineered construction addressed the store’s aesthetic and performance requirements. Each piece was developed and finished by our makers in the Woodworks Cheshire workshops.
Why Assier was chosen
Assier is made from rustic-grade aged French oak. The timber undergoes a 24-month ageing process that develops its natural shape, movement and texture.
Skip-sawn detail, scrubbed knots and an undulating surface retain the expressive character of the oak. Soft-rolled edges allow these variations to continue between individual pieces, while a satin burnished hardwax-oil finish protects the surface and emphasises its deep black colouring.
The 2-ply engineered floor is 20mm thick with a 6mm nominal wear layer. This substantial specification supports long-term use within a demanding retail environment. Assier is UKTR compliant and is available as extra-wide planks, herringbone, chevron and Parquet de Versailles panels.
Outcome
Assier establishes a dark, tactile foundation for Fred Perry’s Dubai Mall store. Its aged surface introduces depth and natural variation, while the black tone provides a strong backdrop for the brand’s clothing and displays.
The store carries Fred Perry’s recognisable retail identity into an international setting through a considered combination of material character and commercial performance. Assier gives the interior the presence required for a global fashion brand, supported by a construction designed for sustained footfall.
Design consultancy: Ink Associates
Assier up close
Assier is a rustic-grade aged French oak floor with deep black colouring. A 24-month ageing process develops its movement and character, while skip-sawn detail, scrubbed knots and soft-rolled edges produce an undulating surface. Satin burnished hardwax oil protects the timber while retaining its natural texture. Assier has a 20mm, 2-ply engineered construction with a 6mm nominal wear layer. It is available as 220mm extra-wide planks, chevron, herringbone and Parquet de Versailles panels.
