The luxury fashion brand from southern France, “Jacquemus”, has opened a new flagship store in London, following the launch of its SoHo flagship in New York. Located at 33 New Bond Street in Mayfair, one of London’s most prestigious shopping streets, the new store occupies an entire Victorian neoclassical building that formerly housed the Richard Green Gallery.
A Multi-Level Showcase of the Brand’s Universe
The design of the London flagship store was crafted by the renowned OMA architecture firm led by Rem Koolhaas, the same team behind Jacquemus’ New York store and showrooms. This expansive 330-square-meter space embodies the creative vision of Simon Porte Jacquemus and brings the essence of the brand to life.
An array of sophisticated leather goods and accessories is displayed on the ground floor, while the second floor houses the women’s ready-to-wear collection. For the first time, Jacquemus has dedicated an entire floor—also on the ground level—exclusively to menswear, showcasing the brand’s versatility and broad appeal. The interiors feature hand-applied white stucco reminiscent of southern France, irregularly shaped natural stones evoking Mediterranean charm, and wrought iron details inspired by Provençal design. The result is a minimalist yet warm and inviting atmosphere.
The store further reinforces its status as a luxury brand with a bespoke space for VIP clients. A private salon on the top floor, accessible via a separate entrance, offers an intimate and exclusive experience tailored to each customer. This luxurious retreat embodies Jacquemus’ philosophy of delivering a “special and unique” experience to its clientele.
The London flagship store is not just a retail space—it is also a gallery where fashion and art converge. More than 50 pieces of artwork and design objects adorn the store, creating an inspiring and immersive environment. Highlights include a Josef Hoffmann armchair, an elegant nude painting by Raoul Dufy, a still life by Wolfgang Tillmans, and ceramics by Astier de Villatte. These pieces, alongside prestigious loans from the Richard Green Gallery, elevate the store’s cultural and aesthetic value.
What’s Next for Jacquemus?
Jacquemus has previously tested the London market with temporary pop-up stores, including a pool-themed installation at Selfridges in 2022 and a gym-themed pop-up in collaboration with Nike in 2023. These experimental approaches were successfully met, paving the way for this permanent flagship store.
Currently, the brand is seeking investors to acquire a minority stake, aiming to accelerate its expansion plans for 2025 and 2026. The next flagship store is scheduled to open in Los Angeles in February 2025, with additional plans to enter the Asian and European markets. Jacquemus is also exploring new opportunities, including expansion into the beauty category.
As Jacquemus continues to evolve and expand its global presence, all eyes are on this innovative brand and its next chapter in the world of fashion.
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