Since opening their first store in the seventies, Browns has been a fashion world icon — Sidney and Joan Burstein changing the course of retail and fashion when they bought the first of five Georgian townhouses on London’s posh South Molton Street.
Fast forward four decades through fashion, and the industry’s cutting-edge now lies much further east than Mayfair — the brand reflecting this shift with the opening of their new Shoreditch store, Browns East. Working with design consultancy Brinkworth on a new augmented retail concept that merges e-commerce and physical shopping in east London-ready surrounds, Browns East brings fresh edge to the famous name.
Located within the former Sonos Studio building on the corner of Club Row and Old Nichol Street, the style-conscious space is set over two floors with two entrances. The ground floor populated by sculptural compilations that serve as product displays, each orientated to obscure the product from view and encourage customers to explore. Via a staircase, whose stairwell doubles as a gallery space, customers will find accessories, shoes, and jewellery showcased on timber shelves among mirrored walls, a pale pink resin floor, and linear lighting.
A creative step forward that represents its east London surroundings and the natural shift in London’s fashion epicentre, the immersive experience at Browns East is a riotous depiction of the playful state of cutting-edge design in 2017.