The new Stella McCartney flagship store in London captures the spirit of our naturally sexy, naturally confident and modern collections and has been designed with bespoke personal experiences at its core. There are new ways to explore their ethos through a unique and multi-sensory journey, with all the collections in one place amidst artistic, graphic and sound installations.
“Old Bond Street is probably one of the most prestigious retail locations in the world. And for me being born and bred in London and having our business headquarters there and design studio, it’s incredibly prestigious for us; and I feel we’ve arrived,”said Stella McCartney.
The brand has created an intimate, personal and architectural atmosphere to constantly evolve and bring a textured emotional experience into the space. The grade II historic 18th century building’s original façade, including an ornate Edwardian entryway and a planted balcony, have been carefully preserved; a sharp contrast with the contemporary interior that is spread across the four floors. The space explores a play on texture, volume and light in themes that evolve throughout the building. A sculptural spiral raw steel staircase anchors the space.
Fluted concrete walls in a range of textures from top to floor complement glass cube cases, linear brass railings, and colourful ceramic gemstone fixtures; inspired by memories of Stella’s childhood playing with pebble dashed walls. All of these features are interchangeable, allowing a fluid and reactive canvas for the merchandise on display. Contrasting accent details include silicone tables in shades of pink, substantial reclaimed wooden blocks and exposed original brick walls.
Signature cruelty free pink Fur-Free-Fur material from previous collections is repurposed to playfully line the walls of the “Stellavator” as a way to “having a sense of humor, a pop,” notes Stella. Personal touches decorate the walls of the fitting room, which feature hand embroidered ‘Hands of Love’ prints created by team members from around the world. Embracing the playful sprit of our Stella Kids collection, there’s a ball pool and climbing wall on the lower ground floor.Further bringing personal emotion into the space is the use of sound, light and smell to create a multi-sensory experience. On the second floor, alongside the menswear collection, there’s a ‘Stell-a-phonic’ installation of handmade reggae style speakers designed by artist Swifty. Tracks are handpicked from Stella‘s personal vinyl collection, who says “that’s basically a homage to the Notting Hill Carnival,” demonstrating our natural connection to music.
Stella goes on to say “We have purposefully put and effort to use more handmade, organic and sustainably sourced elements in the store design,” including papier-mâché recycled from paper waste in our London office, transformed into the bespoke decorative wall panels of the women’s ready to wear first floor. Foam furniture made of recycled materials, reclaimed timber sculptural plinths and vintage hand selected furniture are scattered throughout the rooms including pieces by Italian architectural designers Mario Bellini and Angelo Mangiarotti; all reflecting our philosophy to reclaim, re-use and recycle. Informative messages on sustainability can been seen throughout the store in signage and projected moving images to aid in articulating and highlighting our ethos.
“Sustainability is a massive part of what we do as a brand and therefore also a massive part of this store.”
Introducing the ‘Members and Non-Members Only’ club, hidden behind a concealed door on the second floor. Customisable and ever changing, ‘M&NMO’ is “a space for me that’s really emotional,” comments Stella, housing personal family photos and furniture allowing a greater discovery of our philosophy in an intimate and personal setting.