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Brief Published: 6 Jul 2018

MatchesFashion’s Hybrid Luxury London Space


A pioneering multifunctional luxury townhouse, 5 Carlos Place, is being opened by fashion e-commerce company MatchesFashion in the heart of upscale Mayfair in London this September. Here’s a preview of what will make it special.

The six-floor, 5,000 sq ft townhouse promises to expand the parameters of what a brand space can offer. It’s a big addition to MatchesFashion’s small bricks-and-mortar retail portfolio, which includes a much smaller townhouse, No. 23, in London’s Marylebone district, and five physical stores.

Speaking to Stylus ahead of launch, chief brand officer Jess Christie said the space aimed to “educate, engage and inspire our customers, and bring a sense of fun and enjoyment back into physical retail”. It will host a broadcasting studio as well as a year-round programme of events, evolving into a cultural hub.

The company sees 5 Carlos Place as “a blank canvas” where it can work with partners on all kinds of events. A blend of digital and physical is at the heart of the project. Christie said: “For us, the future of retail is to be even more personal, to use technology to really understand and serve our customer and make their life easier.”

Customers will be able to shop straight from their mobile, she added, “as technology in the space will link you directly to the product on-site to add to your basket or wish list”. Another option will be to book a bespoke private shopping appointment.

Roger Tredre, acting head of Retail at Stylus, said: “The early signs are that this is a thrillingly experimental project that will demonstrate how companies primarily operating online can raise their profiles, and strengthen their customer base through physical space innovation.”