Retail Safari: Stella McCartney, Old Bond Street.
17th August 2018
When it comes to sustainability, the fashion industry (albeit lagging behind) is making its strides to improve. With thanks to social media slacktivism, reusable water bottles and Blue Planet 2, consumers and retailers are beginning to make long overdue changes.
From developing high-tech synthetic spider silk to a collaboration with Parley for the Oceans for The Ocean Legends collection, Stella McCartney has long been a pioneer of sustainability and eco-friendly materials.
After discovering that Stella McCartney’s newest flagship has the purest air in the whole of London, we couldn’t wait to venture out of Camden and take a deep breath.
Hosted in a Grade II 18th century townhouse on Old Bond Street, Stella’s latest vision feels like a home-from-home with personal touches throughout.
The brand’s philosophy to reclaim, re-use and recycle is showcased throughout the store. As you enter, rocks and moss are the centrepieces of the room and we learn that they’ve been sourced from Sir Paul McCartney’s farm in Scotland.
The space is a mixture of textures, lighting and subtle digital enhancement. There are biodegradable mannequins, recycled furniture and wall panels made from office waste paper. As an added aura-boosting touch there are crystals on every floor for good energy.
We were fortunate to be shown around by a sales advisor who gave us a guided tour. Here are our highlights…
The walls of the changing rooms are embroidered with Stella team handprints from all around the world.
A great metal staircase is woven in to the space with a pleasing visual arc, accompanied by campaign projections and music composed especially by Sir Paul McCartney.
A soundproof child’s room is located at the ground floor where children can have fun in a ball pit without distracting shoppers.
The store is full of memorable sensory experiences, from anti-pollution air filtration and a bespoke fragrance to a selfie-friendly lift filled with bright pink faux fur.
Stella McCartney’s Old Bond Street Flagship store is a leading example that a luxury retailer can be both fashionable and sustainable.
The store successfully celebrates McCartney’s world and her ethos, paving the way for new retail innovations without losing sight of an inspiring and comfortable shopping experience.
Read what we thought about the latest Tiffany & Co. store in Covent Garden here