Jasper Conran is designing an ambitious flagship store within a classic Grade II-listed Georgian town house adjacent to London’s Piccadilly.
The 465m2 store is due to open next spring and will be the only dedicated retail space for the designer’s prolific clothing and homewares collections. These will be displayed in their appropriate rooms inside the five-storey Sackville Street house, which dates back to 1732.
‘Jasper is designing the interior himself because we want to keep a tight control on the brand,’ says Anne-Marie Nicol, marketing director of the Jasper Conran label.
‘The design will stick close to the original look of the house, so the bathroom will hold the bathroom products, the kitchen will hold the kitchenwares, and so on,’ she explains.
Menswear and accessories will be located on the ground floor of the house, womenswear will be situated on the first floor, while the homewares department will occupy the second floor. The basement will be set aside as a services area, and the very top of the house will be dedicated to company office space. Conran will also be able to showcase his jewellery, fragrances and performing arts work at the house.
Although Conran used to have a store several years ago, the Jasper Conran brand has relied on third party distribution, in particular with its design partners, which include Debenhams, Wedgwood and Stuart Crystal.
The property is being taken over from ex-Warner Music UK chairman Robert Dickens.