Introducing the future of luxury physical retail: Browns Book Street opens the doors to their Mayfair flagship store. A carefully curated sanctuary that collates a world of fashion, food, jewellery – this space is an expression of expansive culture. Browns is a staple in experiential retail, with new concepts, designs, and internal architecture, their foundational belief being built upon cultivating personal connections with their community.

“I am thrilled to see us open our flagship, Browns Brook Street, as we kick off 2021. […] Our new magical home will inspire customers as well as usher in a fundamental shift in the way people shop as layered into this connected, tech-enabled experience is a thoughtful and human side – which is so crucial in the current landscape where personal and personalisation is pivotal. […] The space is truly sensorial; sight, sound, smell, taste and touch – offering a unique experience through each visit. The customer is truly at the core of what we do, and we hope that our new home will be one that you never want to leave”. – Holli Rogers, CEO of Browns.

The space is built to make the shopping experience all encompassing – not just a place for buying clothes but an immersive retail journey. The building is complete with four dynamic floors that include a moveable Ground level which acts as a window to the store, a stairway with a Dimorestudio designed light installation, a gender fluid shoe room, and a restaurant centred around zero waste amongst a plethora of other innovative fixtures.

Britt Moran and Emiliano Salci, founders of Dimorestudio described Browns as having “intentional design choices which restore original features are paired with unexpected modernity”, which in turn helps to create rooms that successfully juxtapose the old with the new, creating a completely different genre.

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“We don’t want to replicate what other brands do. What we do is instinctively Browns. With five decades of customer service both offline and online we are in a unique position to connect with our clients in a bespoke and tailored way through curated and one-of-a-kind shopping experiences all with service at the forefront.” – Lee Whittle, Browns Customer Experience Director.

To delve into the world of Browns, visit brownsfashion.com

Header image credits: The Facade at Browns (2021)