Mulberry has recently opened a new store in London at 100 Regent Street. The first store to be revamped under the eye of Johnny Coca, who joined the brand from Céline in 2015, it’s a study in moody blues, chock full with hand-tufted rugs, traditional British ceramics, pebble-shaped mirrored cupboards and sculpted wooden totems.
Designed by the polymathic designer Faye Toogood, a glance round the store reveals chintz and kitsch is out and panelled pink and yellow resin and polished concrete is in – albeit with a serving of rich velvet to soften the juxtaposition.
“The store concept plays upon Mulberry’s heritage brand status by paying tribute to the raw power of the British landscape with its rugged highlands, rolling fields, woodlands, and concrete tower blocks,” Toogood said. “We wanted to make all the internal fittings as flexible and adaptable as our British character, creating a modular design that can be tailored to individual locations without abandoning its essential spirit. It’s a painterly celebration of the national landscape, punctuated by menhir-like pillars that stand midway between the Neolithic age and mid-century brutalism.”
Coca said: “I wanted the new Mulberry stores to be immersive environments with the feel of a home, a place to go and explore the modern British identity of the brand. Our stores are inspiring spaces that mix influences and references, they’re a place to rejoice, discover, learn and connect.”
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