It’s no secret that Redchurch Street in East London is home to some of the coolest independent stores and one-off boutiques in the city. So Browns’ decision to open their first bricks and mortar store in 20 years, located nearby on 21 Club Row, has come as little surprise. So follow us as we step inside...
21 Club Row
London, E2 7EY
Housed in a former print factory, the new two-storey space houses some of fashion’s biggest brands, namely Balenciaga, Jacquemus and The Attico. It’s a major update of its Mayfair original, which opened its doors to luxury shoppers in 1970, creating an augmented retail concept by offering shoppers a ‘Browns universe.’
"Shoppers will experience a newly-designed store every time they visit"
What does that mean? Well, firstly, the entrance will be a frequently changing sensory space designed by independent creatives, allowing Browns to champion and support fresh, local talent. And, the store will take on semi-permanent, roaming fixtures that will allow shoppers to experience what will feel like a newly-designed store every time. It also means we’ll be spending of plenty of time here. You know, in the name of research.
Browns East will present the clothes in a gender-neutral environment and offer an edit into the best in luxury fashion including jewellery, shoes and handbags. The store will house 45 different brands and a marble-clad bar called Fatties to enjoy a latte and salted caramel brownie post-purchase.
"The store will offer an edit of the best in luxury fashion"
But just before you enter the heaven that is the accessories department upstairs, however, you’ll meet the art gallery-cum-staircase that will showcase a curated selection of multimedia artwork, with all pieces available to purchase.
With Paradise Row’s core lying within the heart of the east end, we’re sure to find ourselves in Browns East on a more than regular basis. It’s exactly the kind of creative fashion space everyone's been waiting for.
Words: Nicholas Diamond-Krendel
Photography: Emma Fox