Jonathan Anderson chose the location himself, saying in a press release that “Ever since I moved to London from Northern Ireland I have been in love with Soho. There is an incredible energy in the area. It feels quintessentially London to me.” The store was developed alongside the award-winning architectural firm 6a, that not only combined the two addresses into one building, but still maintained an element of separation inside.
Inside the Victorian building, JW Anderson has captured the old-school essence of Brewer Street with faux wood veneer on the walls and furniture alongside pops of color with its flooring and choice of accessories that are displayed in cabinets. On the Wardour Street side, it is much more modern with its high ceilings, polished floors and modular aluminum shelving.
In true Soho fashion, the store is finished with hand-crafted neon signs, with one side sporting the brand’s logo and the other its moniker. JW Anderson’s flagship will carry menswear, womenswear, small leather goods, shoes, handbags and accessories, as well as its collaborations with Converse and Moncler Genius.
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JW Anderson Soho Flagship
2 Brewer Street
London, W1F 0SA