Inside JW Anderson’s Art‑Led Pimlico Road Boutique

Summary

• JW Anderson’s new Pimlico Road store blends fashion, homeware and collectible objects in a curated “cabinet of curiosities” setting
• The two‑floor space centers the brand’s expanding Home & Garden collection within a warm, lived‑in interior

Located in the heart of London’s premier antiques and design district, the new JW Anderson store on Pimlico Road marks a distinctive departure from traditional retail, operating more like a curated “cabinet of curiosities.” Designed by Sanchez Benton and under the creative direction of Jonathan Anderson, the two‑floor space reflects the designer’s shift toward a lifestyle‑driven brand identity, where clothing sits alongside homeware, craft and collectible design pieces.

The store’s layout and inventory naturally emphasize the brand’s expanding Home & Garden collection, which is positioned at the very heart of the retail experience. Surrounding this central domestic focus is a carefully selected range of ready-to-wear garments, shoes, and accessories. The interior design fosters a homey atmosphere, shifting away from corporate minimalism and toward a more intimate, lived-in space that allows the brand’s witty and bold vision to shine through alongside artisanal objects.

True to the brand’s ethos, art is the fundamental pillar of the Pimlico Road environment. The space is meticulously designed to showcase a rotating selection of art and objects, creating a dialogue between the seasonal fashion collections and timeless creative works. By prioritizing the “spirit of its new environment” – the antique-heavy, artistic character of Pimlico Road – JW Anderson has created a destination that functions as both a boutique and a gallery, celebrating the intrinsic link between the things we wear and the objects we choose to surround ourselves with.

JW ANDERSON Pimlico Road Store
105-107 Pimlico Road,
London, SW1W 8NQ
United Kingdom