Stella McCartney opens new London flagship

Stella McCartney hosted a ribbon cutting on Tuesday to celebrate the official opening of her 23 Old Bond Street, London, flagship, which has replaced her previous 15-year-old location on nearby Bruton Street. 


Stella McCartney


Kate Moss joined the designer with the opening accompanied by flag-waving friends and family, and a release of confetti and bubbles.  

So what is the new store all about? It’s a 700 sq m space “reflecting the brand’s modern approach to design, innovation and sustainable ethos.”

The company said that the new store was built with customised experiences at the core, “allowing customers new, unique and multi-sensory ways to engage with the world of Stella McCartney.”

It was designed in-house and is just the latest of a number of recent openings including last year’s debut on Madison Avenue in New York, Rue St Honore in Paris and South Coast Plaza.  

The new location carries all the brand’s collections including women’s and menswear ready-to-wear, accessories, lingerie, swimwear, kids, eyewear, fragrance and adidas by Stella McCartney.
 
The space is “architecturally designed to constantly evolve and highlights not only the brand’s collections, but also provides a textured emotional experience into the retail environment.”

It includes “artistic, graphic and sound installations” and the company said that “every effort has been made to move away from traditional luxury materials, and to use more handmade, organic and sustainably-sourced elements in the new store design.” 


Kate Moss and Stella McCartney


This includes “breakthrough technology” from Airlabs which will make it “the first indoor commercial space in London with the cleanest air possible.”

McCartney’s appeal among high-profile influencers was clear as guests at the opening included Kylie Minogue, Idris Elba, Jennifer Saunders, Charli XCX, Bob Geldof, Ellen Von Unwerth, Edward Enninful, Betty Jackson, Jefferson Hack, Isaac Carew, Malgosia Bela, Neelam Gill, Tiger Lily Taylor, Daphne Guinness and others.

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