Stella McCartney gets green-fingered with sustainable Old Bond Street flagship
When Stella McCartney began design work on her eponymous label’s vast new flagship store at 23 Old Bond Street, it was clear from the outset that this store’s interpretation of luxury would be a little different to its neighbours. Where other fashion behemoths have used showy swathes of rare stone or glossy metals to clad walls, McCartney’s outpost is lined with humble but elegant pebble-dash, pleasingly squeezable recycled foam and textured card made using waste paper taken from McCartney’s London offices.
The interior is an embodiment of the label’s sustainable ethos; from the moss-covered rocks that greet customers on the ground floor, to the air conditioning system by Copenhagen and London-based company Airlabs that cleans the air using nano carbon technology.
The new store, spread over four floors covering women’s and menswear ready-to-wear, accessories, lingerie, swimwear, kids, eyewear, fragrance and Adidas by Stella McCartney, replaces McCartney’s previous Bruton Street location, which initially opened 15 years ago.
Playful features are interwoven across the store layout. Custom speakers built into the ceiling fill the store’s huge curving steel staircase with the sound of unreleased music by McCartney’s rockstar father Paul, while BBC Radio 4’s ‘Desert Island Discs’ plays out in the changing rooms.
In the basement kids can enjoy a ball pit and climbing wall, and curious adult customers can book an appointment to visit the ‘members and non members only’ club space on the top floor. Here they will be treated to various events, exhibitions and activations starting with a capsule collection of 46 dresses – each one a black or white replica of the Duchess of Sussex’s sustainable viscose wedding reception dress. Displayed alongside mood boards, rolls of fabric and a cutting table, the exhibition provides customers with a peek inside McCartney’s London atelier.
‘Old Bond street, it’s probably one of the most prestigious retail locations in the world,’ said McCartney, who was deeply involved in the design of the store alongside her in-house team.
‘And for me being born and bred in London and having our business headquarters there and design studio, it’s an incredible honour for us. This store really tells the story of the world of Stella McCartney; seamlessly incorporating sustainability, fashion and luxury.’§