Elie Saab has just opened its first London flagship, located in the heart of Mayfair on 24 Bruton Street.

The four-story building, formerly a neo-classical private residence, houses the full range of the brand’s creations and services: Elie Saab ready-to-wear, accessories, bridal and fragrances are found on the ground and first floors. The second floor is dedicated to the Haute Couture salon to ensure a unique and exclusive experience.

The Empire-style furniture and unique use of mirrored walls add a dream-like aura to the space. Accessible by appointment only, it features its own fitting room. The elaborate mouldings and sculpted wood fireplace contrast the marble flooring, furniture in walnut and bronze, and striking chandeliers in gold brass. Soft daylight and hardwood flooring add immediate warmth to the space, bringing the collections’ more elaborate materials and prints into relief. Leading toward the fitting rooms, a hallway of mirrors unfolds and alters perspective. The encapsulating oval rooms feature felted walls, and are further softened by large panels covered with textured grey-beige velvet.

Elie Saab continues its collaboration with the RDAI architectural firm for this new flagship, in line with the desire of the brand to develop its engagement with the architectural arts.

The sleek design of the contemporary furniture in Portoro black marble, brass and bronze blends with the monumental chandeliers, whilst the impressive decorative mouldings echo the brass doorframe. Natural light plays a fundamental role in showcasing the impeccable finishing and graphic details of the fashion collections.