Alfred Dunhill’s flagship London store is due to open this summer, with interiors by South African designer Graham Viney. It will include a private members’ club, spa, private cinema, games room and restaurant.
The menswear retailer is considering whether to stay in-house or brief consultancies to create a website and identities for the club and restaurant.
The London Home of Alfred Dunhill, as the 2000m2 complex is to be called, will be housed in a Grade I-listed townhouse on Davies Street, London W1.
Architect Aukett Fitzroy Robinson was appointed 18 months ago to remodel and restore the building.
AFR director of mixed-use operations Andrew Murdoch says, ‘Dunhill wants to set retail within a domestic setting, so the interiors are very restrained. The only contemporary element is the restaurant, which has a very different feel to the rest of the building.’