McCartney stood alongside Kate Moss, Neelam Gill and Kylie Minogue as guests sprinkled around confetti, blew bubbles and waved flags from the shops windows and store front. Also in attendance was a long list of celebrities which included Mindy Kaling, Idris Elba, Daphne Guinness, Charli XCX, Jennifer Saunders, Betty Jackson, Bob Geldof, and Tigerlily Taylor.
This new space replaces the old flagship store on Bruton Street. Retaining and reflecting the brand’s approach to design and innovation, the store provides a textured emotional experience to shoppers — captivating artistic, graphic, and sound installations. Nods to the brand’s playful side can be seen throughout, with cruelty-free pink Fur-Free-Fur lining the walls of the shop’s “Stellavator”, hand-embroidered “Hands of Love” on the fitting room walls, and a monochrome ball pool that echos the vibrant kids collection.
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Handmade, organic, and sustainably sourced elements were used to create the store, perfectly in line with the brand’s commitment to the environment. These thoughtful touches include decorative panels made from Stella McCartney’s office paper waste, foam furniture made from recycled materials and reclaimed timber sculptural plinths by Italian architectural designers Mario Bellini and Angelo Mangiarotti, and messages on sustainability displayed in signage and projected moving images.
With the same vision in mind, the store features a rock installation, “Stella Rocks”, acting as natural air purifier consisting of black limestone from a quarry in Stanhope in the county of Durham, home of the North Pennines and carefully selected rocks sourced from the McCartney farm in Campbeltown. The outdoor urban garden sanctuary on the 1st floor will feature both annual and seasonal plantings including silver birch trees that sit alongside ferns, wild ginger and moss.
A special feature is the use of Airlabs technology which makes 23 Old Bond Street the first indoor commercial space in London with the cleanest air possible. The vision? To give visitors unique, refreshing, and multi-sensory ways to engage with the world of Stella McCartney. All of this (and more) is the proud design work of Stella herself and her stellar team.
The store carries all Stella McCartney designs, including women’s and menswear ready-to-wear, accessories, lingerie, swimwear, kids, eyewear, fragrance and adidas by Stella McCartney. With store openings last year on Madison Avenue in New York, Rue St. Honore in Paris and South Coast Plaza, the brand is now distributed in 53 freestanding stores worldwide. Stella McCartney is also available online at www.stellamccartney.com.