Mulberry opens Regent Street flagship, adds tech, exclusives and interactivity
Mulberry has opened its new global flagship store at 100 Regent Street. London, unveiling what it calls “a striking new design concept” led by Creative Director Johnny Coca and interior designer Faye Toogood. The store “showcases the Mulberry lifestyle offering in a fresh and contemporary environment,” we’re told.
Inspired by “painterly qualities of British landscapes and strong but simple geometric forms,” the store design is meant to feel “like a welcoming home – modern with a hint of heritage,” and to create “a tactile universe where the brand can be discovered.”
And importantly, to mark the opening, Coca has created an exclusive collection of the newly introduced Harlow bag family in seasonal animations. Available only at 100 Regent Street, the limited-edition range will sit alongside the full AW18 collection of men’s and women’s bags, ready-to-wear, shoes and jewellery.
There’s plenty of tech in the store too, with a host of omnichannel services including mobile payment points (click here for more details of that), click & collect, two-hour same-day delivery across central London and “endless aisle shopping, giving customers access to products from any Mulberry store worldwide.”
There are a number of events planned around the launch including Coca and BFC Chair Stephanie Phair co-hosting a Mulberry Supper Club on Friday.
From Saturday, customers are being invited to become a #MulberryMuse for the AW18 campaign through a bespoke interactive studio that captures and projects customised portraits to the store windows.
Mulberry has commissioned young British designer Rosanna Webster to reimagine the campaign especially for the launch of 100 Regent Street. It said her “expressive style experiments with combinations of collage, photography and film and her reimagining of the campaign, introduces playful, digital and interactive elements.”
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