Anya Hindmarch to open store 'village' on Belgravia street

By

Sandra Halliday

Published
Apr 12, 2021

Anya Hindmarch is not only continuing with physical retail but embracing it enthusiastically with next month set to see the opening of a whole village of stores for the brand in Belgravia, London. It’s been planned for two years.

Located on upscale Pont Street, it will see the brand becoming a dominant player on that particular street as its new development will include five retail spaces that will be heavily focused on experiences and will include collaborations plus installations, as well as added luxury elements via customisation.

Pont Street was the site of the designer’s very first store and sees her aiming to appeal to a wide consumer group by taking a localised approach rather than a more globalised one.

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She told Campaign that “if retail is to exist in a post-pandemic, digital world, there needs to be a reason to visit”.

The five connected spaces will be evolving continuously and the designer also said that she wants them to be inclusive and feel like a community rather than spaces where shoppers simply go to buy a handbag.

So what will visitors actually find? There’s The Plastic Shop that reflects her aim of reducing plastic going into landfill. The label’s I Am A Plastic Bag sustainable collection is the focus of this space.

Then The Labelled Shop features a system of cases and bags labelled to help their owners stay organised. Also on the agenda here will be collaborations and workshops on the organisation theme with personalisation via embossing on-site.

The Bespoke Shop will be designed to create heritage pieces with a selection of personalised gifts.

Meanwhile, a Village Hall will change its content throughout the year with various different creative concepts and collaborations. It will open on May 17 with a three-week pop-up hair salon. Customers won’t only be able to get their hair done but will also be offered coffee and cocktails.

Finally the Anya Cafe will mix traditional British cafe inspiration with a more upscale feel and touches of humour.