London by Design: Browns East

Illustration of Browns East, London, UK
Browns East, 21 Club Row, London. Illustration: Nina Fuga
(Image credit: TBC)

Acquired by Farfetch back in 2015, there are big plans afoot for cult boutique brand Browns Fashion. With its original store on South Molton Street still an essential destination for serious fashionistas, a new Store of the Future concept has recently opened up in the form of Browns East, a two-storey boutique housed in a former print factory in Shoreditch. Designed by Brinkworth, in close partnership with Browns’ in-house team, Browns East is the retailer’s first new bricks-and-mortar outpost in 20 years. While the new arrival is a departure from the traditional retail format, Holli Rogers, CEO of Browns, says the store's DNA remains at its heart.

Browns East fashion store

(Image credit: TBC)

Read more about London by Design: Frieze art fair here




21 Club Row

Rosa Bertoli was born in Udine, Italy, and now lives in London. Since 2014, she has been the Design Editor of Wallpaper*, where she oversees design content for the print and online editions, as well as special editorial projects. Through her role at Wallpaper*, she has written extensively about all areas of design. Rosa has been speaker and moderator for various design talks and conferences including London Craft Week, Maison & Objet, The Italian Cultural Institute (London), Clippings, Zaha Hadid Design, Kartell and Frieze Art Fair. Rosa has been on judging panels for the Chart Architecture Award, the Dutch Design Awards and the DesignGuild Marks. She has written for numerous English and Italian language publications, and worked as a content and communication consultant for fashion and design brands.