Food for thought

Place to see : Browns, London

British luxury multi-brand Browns opened its new London flagship store on Brook Street. The company, acquired by Farfetch in 2015, inaugurated a multi-sensory venue on April 2021, combining fashion, fine jewelry, gastronomy and culture.

Focused on a connected customer journey, the space, imagined by Milanese design and architecture agency Dimore Studio, is intended to be a model for retail concepts.

At 39 Brook Street, the omni-channel approach goes without saying. Sales associates, Browns website, smartphone apps, smart mirrors, style advisors and customers will all be linked and connected. In addition, the store will offer an “Immersive Room 2.0” : a space where partner brands can offer unique experiences to their customers. First guest will be English photographer Juno Calypso.

This inauguration also marks the arrival of Browns’ very first restaurant. If the store is powered by 100 percent renewable energy, the restaurant space, called Native, also follows the same philosophy with a sustainable, zero-waste gourmet offer. The restaurant, located inside and in a courtyard of the building, will be run by chefs Ivan Tisdall-Downes and Imogen Davis.

   Monia MERABET

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