Swaine unveils new flagship store
Luxury brand Swaine has opened a new flagship store on London’s New Bond Street.
The move forms part of the company’s most radical rebrand in its 273 year history and complements its existing boutique in Burlington Arcade.
Spanning 7,000 square feet, the store consists of a ground floor and mezzanine level from where Swaine offers its full range of leather goods and luggage, together with Herbert Johnson hats and Brigg umbrellas, both of which are Swaine brands.
The ‘Rain Room’, which displays the brand’s handmade umbrella range, is a particular focal point with its space hung with Perspex column ‘icicles’ that create an abstract impression of rain. There are also dedicated areas for private appointments and bespoke services, as well as a museum charting the brand’s history.
To design the flagship, Swaine enlisted the services of architectural firms Malherbe Paris and Atelier Architecture and Design, which have created concept spaces for LVMH, Harrods and the Victoria & Albert Museum.
Carine de Koenigswarter, chairman and chief executive of Swaine, said: “The flagship will not only showcase the full range of luxury products, but is where each customer, new or connoisseur, will be able to fully engage with the spirit of Swaine through an immersive brand experience.”
Swaine is continuing its long tradition of manufacturing in the heart of the capital with the addition of workshops above the store from where leather artisans and hatters will handcraft bespoke orders for clients and the UK armed forces.
De Koenigswarter added: “Having a workshop in the store is unique and reflects the direct relationship that Swaine wishes to build between the craftsman and the customer, allowing clients the opportunity to admire the meticulous work of the artisans on their bespoke piece.”
