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Brief Published: 7 Apr 2021

Browns’ & Anya Hindmarch’s Luxury London Openings

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Browns, Brook Street

British luxury fashion brands Browns and Anya Hindmarch are harnessing the buzz of London’s reopening of non-essential retail, shuttered since Christmas, with new bricks-and-mortar stores. Iterating physical retail’s post-Covid role, each offers a vision for how luxury fashion can use bricks-and-mortar space to maximum effect via a branded village and an app-navigable flagship.

Anya Hindmarch’s Village Brandship: Anya Hindmarch’s The Village concept, opening May 17, comprises five neighbouring locations clustered around the brand’s first-ever store on Pont Street, in upmarket Knightsbridge. Each of the five stores will be dedicated to a different arm of the brand, with visual merchandising, branding and signage reflecting distinct identities.

The Plastic Store will sell Hindmarch’s recycled ‘I am a Plastic Bag’ collection; the Labelled Store will feature the brand’s organisational ‘Labelled’ line while the Anya Café will sell baked goods. Meanwhile, the existing Pont Street store will be known as the Bespoke Store, continuing to offer personalisation services and stock the brand’s bespoke leather goods line. The Village Hall will host a rotating series of pop-ups, beginning with a blow-dry salon.

Browns’ Phygital Luxe Townhouse: Browns’ four-floor Mayfair townhouse is an evolution of owner British luxury e-commerce platform Farfetch’s Store of the Future concept, first unveiled in 2017. Accordingly, consumers can choose to navigate it via the Browns app. Users can share wishlists with assistants and check out in-app – with the option to have goods delivered to home. Interactive changing room mirrors display styled wishlisted items, allow consumers to request other sizes and display complementary items.  

Opening on April 12, its series of rooms include Focus, host to a series of rotating exclusive collaborations with emerging designers – the first being cult French designer Marine Serre. The top floor is dedicated to top-spending Very Important Customers with three private suites, a dining area and a beauty parlour.

For more on app-centric luxury stores, see The Brief.

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Anya Hindmarch, Knightsbridge
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Anya Hindmarch’s The Village, concept image
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