On the evening of June 12, 2018, luxury lifestyle brand Stella McCartney hosted a ribbon cutting ceremony to celebrate the official opening of her new 23 Old Bond Street store in London. Friends and family, alongside the designer, amidst confetti and bubbles, waved flags from the shop windows and storefront as the giant ribbon was cut. Guests in attendance included Kylie Minogue, Idris Elba, Jennifer Saunders, Charli XCX, Bob Geldof, Ellen Von Unwerth, Edward Enninful, Betty Jackson, Jefferson Hack, Isaac Carew, Malgosia Bela, Neelam Gill, Tigerlily Taylor, Daphne Guinness and many more.
Reflecting the brand’s modern approach to design, innovation and sustainable ethos, the new 700-square-metre location celebrates the spirit of Stella McCartney. Allowing visitors refreshing, unique and multi-sensory ways to engage with the world of Stella McCartney, the new store was built with customised experiences at its core.
23 Old Bond Street, – designed by Stella and her team – replaces the Bruton Street location, which initially opened 15 years ago. Following on from the store openings last year on Madison Avenue in New York, Rue St. Honore in Paris and South Coast Plaza, this new store marks a new phase in the brand’s continued retail expansion. Home to Stella McCartney women’s and menswear ready-to-wear, accessories, lingerie, swimwear, kids, eyewear, fragrance and adidas collaborations, the new location will carry all the brand’s collections.
Throughout the new space, the brand’s playful spirit is evident. Playfully lining the walls of the shop’s “Stellavator” are Stella’s signature cruelty free pink Fur-Free-Fur material, repurposed from the previous collection. Decorating the walls of the fitting room are the brand’s personal touches, with hand embroidered “Hands of Love” prints created by Stella McCartney team members from around the world. To echo the vibrant and energetic kids collection, a monochrome ball pool and climbing wall add an element of interactive fun on the lower ground floor.
Providing a textured emotional experience of the retail environment, the space is architecturally designed to constantly evolve and also highlights the brand’s collections. Visitors will be able to engage with the brand in a new way, amidst all the artistic, graphic and sound installations. Every effort has been made to move away from traditional luxury materials, and to use more handmade, organic and sustainably sourced elements in the new store design in the same way that Stella approaches her designs, in so doing remaining true to the brand’s unique commitment to sustainability. This includes the breakthrough technology of Airlabs, which makes 23 Old Bond Street the first indoor commercial space in London with the cleanest air possible.
Bespoke decorative panels made from handmade papier-mâché that was recycled from Stella McCartney’s office paper waste adorn the walls of the women’s ready to wear first floor. Scattered throughout the rooms – including pieces by Italian architectural designers Mario Bellini and Angelo Mangiarotti – are foam furniture made of recycled materials, reclaimed timber sculptural plinths and vintage hand selected furniture are; all reflect the brand’s philosophy to reclaim, re-use and recycle. Informative messages on sustainability can be seen throughout the store in signage and projected moving images to aid in articulating and highlighting the brand’s ethos.
23 Old Bond Street will also be the first to use BNATURAL by Bonaveri biodegradable mannequins which are made using BPlast, a bioplastic material composed of 72% sugarcane derivative which enables for a significant reduction of CO2 emissions and BPaint – a paint made solely from renewable organic substances; free from petroleum derivatives.
Furthermore, in celebrating Stella McCartney’s love of nature, “Stella Rocks” is a bespoke indoor rockery installation at the ground floor acting as a 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.
For more information, please visit www.stellamccartney.com.