Located adjacent to the Chelsea Hotel, the property sits below a block of purpose built flats. Sloane Street, in close proximity to Harrods, is possibly London's leading street of fashion, containing a number of Joseph shops in addition to other leading designer outlets. When Eva Jiriena Architects were approached by Joseph Ltd. in early 1989, the existing geometry of the shop spaces available had little or no coherency; the largest spaces being available on the first floor, where rather unsightly windows were situated, looking out onto a flat roof and escape routes.