Browns Announces New London Flagship Store in Historic Mayfair Building

With its original store set to close.

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Fashion
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Browns has announced it will be closing its South Molton Street, London store to welcome a new flagship in 2020, marking 50 years since it first opened its doors. The new outpost will be situated around the corner on Brook Street, Mayfair and is being designed with DIMORESTUDIO.

Browns will be taking over a heritage site which was developed in 1720 and is steeped in history. The four-floor space will bring together the opulence of the building with Browns’ minimalist design approach and will be laid out like a Maison. A central staircase will connect rooms filled with brands such as Gucci, Jacquemus, Dior and more, which will be offset by original floorboards.

Modern structures will contrast the grand setting and walls will be lined with hand-painted wallpapers, referencing the buildings traditional aesthetic. Browns promises to deliver more exclusive drops, new talents and limited-edition capsule collections — staying in tune with its Browns East outpost in Shoreditch. The new Brook Street store will also feature an immersive experience room, a Very Important Customer space featuring complementary styling advice, wardrobing and a fashion concierge and a restaurant.

Susanne Tide-Frater, Chief Consultant of Augmented Retail at Farfetch said, “The digital and technology expertise of Farfetch paired with the unique creative personality of Browns promises a firework of ideas and everchanging connected experiences for the customer.” Browns Brook Street will open in the Summer 0f 2020 at 39 Brook Street, Mayfair.

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