milan-based dimorestudio has created a plush, enchanting interior for luxury retailer, browns, in the heart of london’s affluent mayfair neighborhood. the new flagship boutique is set over four floors within a grade II listed building that dates back to 1720. dimorestudio’s design juxtaposes existing historical features with clean, contemporary lines, all the while embodying the company’s commitment to personal service and the human aspect of physical retail.

dimorestudio browns' flagship london store designboom

womenswear, yellow room

the new flagship store for browns looks to the future of luxury retail. the main concept behind the project was to create a revolutionary, immersive, and experiential space, one which harnesses the technology of online shopping but gives it a magical, human touch. 

dimorestudio browns' flagship london store designboom

womenswear, shoes and bags

with this concept in mind, dimorestudio designed each floor with unique, and often surprising, spatial experiences. the first floor is reserved for a highly curated fine jewelry and watches corner and a fragrance corner. there’s also a zero-waste restaurant and outdoor courtyard designed by red deer. on the next floor, a dedicated womenswear floor envelops customers in swathes of warm yellow and soft, glowing lights. 

dimorestudio browns' flagship london store designboom

womenswear, shoes

the third floor contains menswear and a special immersive room, which will be taken over by brand partners to engage customers in unusual experiences. however, the jewel of browns’ new mayfair crown has to be the club floor on the highest level. here, sumptuous materials invite special patrons to enjoy three exclusive rooms and by-appointment only styling, beauty, and wellness services within the dedicated parlour area. 

dimorestudio browns' flagship london store designboom

club floor

‘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 personalization is pivotal,’  says holli rogers, CEO of browns. ‘at such an inflection point, it is incredible to see the reality of this store come to life in a revolutionary space which blends the past and the future seamlessly. 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.’

dimorestudio browns' flagship london store designboom

club floor

‘we have delved into creating a space where the essential and clean line structures are juxtaposed to the existing fixtures. we were influenced by the artists donald judd, carl andre and fausto melotti. thus, the metallic hanging structures in steel and iron reflecting on the black floor tiles. custom designed and handmade wallpaper depicting faded floral victorian patterns contrast with the essential, clean cut lines of the furnishing and lights, such as the neon lamps by eileen gray, the elettra chairs by arflex and the gino sarfatti lamps with exposed bulbs,’  say britt moran and emiliano salci, founders of dimorestudio. ‘we wished to convey a contemporary, unfinished, and slightly minimalistic feel.’  browns’ new flagship store will open on april 12th, at 39 brook street, london.

dimorestudio browns' flagship london store designboom

club floor

dimorestudio browns' flagship london store designboom

club floor

dimorestudio browns' flagship london store designboom

immersive room

dimorestudio browns' flagship london store designboom

womenswear, ante room

dimorestudio browns' flagship london store designboom

womenswear, accessories

dimorestudio browns' flagship london store designboom

the focus room

dimorestudio browns' flagship london store designboom

the focus room

project info:

name: browns brook street

location: 39 brook street, london

client: browns

design: dimorestudio

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