Browns has been a staple of British fashion for decades, housing some of the greatest designer labels since its inception in 1970. The setting for the brand’s new flagship store is 39 Brook Street, a Grade II* listed building in the heart of London’s designer shopping district.
This historic building was thoughtfully restored and reimagined by Milan-based design practice Dimorestudio. The four-storey boutique has an eccentric floor plan, and the lighting design adapts to the variations in size and style with a mix of integrated lighting in hanging rails, shelving, and niches. Where possible lighting has been cleverly concealed. Integrated joinery lighting and bespoke frameworks were used to avoid drilling into the ceilings and preserve the original architectural features – as seen in the building’s iconic ‘Yellow Room’. This vibrant space can go from showcasing women’s collections in the day to hosting an event at night. The lighting is integrated within a contemporary metallic framework and can be modified depending on what’s needed, be it bright and targeted on the merchandise or focused on the centre of the space for an intimate dining experience.
Implementing technology was another crucial part of the design and nowhere is this better demonstrated than in the third floor VIP space, The Club. The area provides a private retail journey for exclusive clients who can use interactive solutions, such as touchscreen connected mirrors in the private changing rooms. Light boxes grace the ceiling in the changing rooms, creating dynamic and functional illumination. Customers can also select different lighting scenes through the touchscreen mirrors to customise their retail experience.
Connecting the four floors and encouraging movement is a showstopping Dimorestudio designed light structure that extends from the ground floor, drawing the eye up to the atrium. The geometric metal structure combined with neo-looking LED lighting tubes evokes a modern twist within the historical setting.
