PROJECT
Browns Mayfair, London
Browns will open its doors to Browns Brook Street, the new flagship boutique reimagined to celebrate the future of luxury physical retail. Browns Brook Street, located at 39 Brook Street in the heart of London’s Mayfair, is an enchanting destination designed to immerse you in a curated world of fashion, fine jewellery, food and culture. The move from their roots on South Molton Street, which first opened its doors in 1970, cements Browns as a purveyor of experiential retail, celebrating innovation and translating the brands pioneering spirit into new and exciting retail concepts that place emphasis on technology and the power of personal service. The flagship in Mayfair is an intuitive environment that blends service with technology to create a seamless and connected customer journey. It signifies Brown’s ongoing commitment to the human aspect of physical retail. Browns believe the flagship store brings the essence of the brand to life and creates personal connections with the community. Holli Rogers, Chair of Browns said: “I am thrilled to see us open our flagship, Browns Brook Street, as we kick off 2021. There is an overall feeling of optimism for this new year and I can’t think of a better way to honour our role in luxury fashion over the past five decades, as well as set the tone for our next 50 years by clearly placing our foot firmly in the future of luxury retail. “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. “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,
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and we hope that our new home will be one that you never want to leave.” José Neves, Founder, Co-Chairman and Chief Executive of luxury fashion retail platform FARFETCH, also spoke highly of the new flagship boutique: “This is such an exciting milestone for Browns and for the FARFETCH vision for Luxury New Retail (LNR), which we believe is the future of retail. Our Farfetch Platform Solutions (FPS) and Store of the Future Teams have worked with Browns to bring FARFETCH’s state-of-the-art omni-channel retail technologies to the store to serve the changing needs of the luxury customer – both online and in this incredible physical space. “Browns has always been an innovative retailer and since we acquired the company in 2015 FARFETCH has worked together with the team to keep this spirit alive and pioneer new ways of engaging customers – both online and offline. The Brook Street store is a testament to the vision the team had of creating a physical space which could engage customers in new and enchanting ways.” Housed in a Grade II* listed building, the space offers a rich canvas to uniquely showcase the merging of the historical and the contemporary, a representation of what Browns has been renowned for since the beginning – bringing together established and next-generation talent. Set over four floors, the new space features a pioneering restaurant and an unexpected yet inviting courtyard, and celebrates the history of 39 Brook Street, which has been preserved yet modernised to perfectly imbue the Browns brand. Built in 1720, the heritage site located on the corner of Avery Row and Brook Street has had an illustrious history. Drawing on these historical aspects of the building and retaining some >>>>
