Simpsons of Piccadilly, Art Deco building in Piccadilly, England
Simpsons of Piccadilly is an Art Deco building in the City of Westminster, England, known for its modern lines. The stone exterior shows continuous glass strips across six floors and curved display windows facing the street.
Alexander Simpson commissioned architect Joseph Emberton in 1936 to design a menswear store. The structure opened in April and quickly became known for its steel frame.
Laszlo Moholy-Nagy brought his Bauhaus training to the window displays before opening. The slender steel frames and continuous glass surfaces introduced a new clarity to the Piccadilly streetscape.
The structure sits between Piccadilly and Jermyn Street, near Savile Row. Visitors can view the facade from either street.
The structure uses light ducts and wells that bring daylight deep inside. At night, hidden neon strips illuminate the glass surfaces from within.
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