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Brief Published: 15 Dec 2010

Mulberry’s Crafted Flagship


With the opening of a new flagship store in London, British fashion label Mulberry has joined a growing number of luxury brands championing craftsmanship and environmental awareness (as discussed in our report, Luxury Provenance: How to Use Heritage).

Located on New Bond Street – just a few doors away from Mulberry’s previous premises – the store interior, designed by Universal Design Studio, is fitted with specially commissioned artisanal furniture and fixtures. These include artist Rachel Whiteread’s Daybed, the Zero-In table and Tab Lamp by Barber Osgerby.

Georgia Fendley, Mulberry’s brand director, said: “We have sought out the best of British craft for each material and function and let the quality and authenticity speak for itself.” With the incorporation of pale wood, the flagship also bears a resemblance to the new Hermès store in Paris, marking a possible trend for natural aesthetics in luxury retail.