On April 10, Belgian luxury brand Dries Van Noten opened its first standalone flagship store in London. The store is located in Hanover Square, Mayfair—slightly removed from London’s more conventional luxury shopping streets such as Bond Street and Sloane Street—offering a quiet and discreet setting.
The store occupies a historic building that once served as a bank and, in the 18th century, was the London residence of Charles Maurice de Talleyrand-Périgord, the renowned French diplomat and statesman. Spanning 270 square meters, the space offers a wide range of the brand’s womenswear, menswear, accessories, as well as fragrances and beauty items.
The two-level layout features womenswear on the ground floor and menswear in a more intimate setting on the lower level. Throughout the space, visitors will encounter an array of artworks and vintage furniture, offering an experience akin to wandering through an art gallery.
Among the notable art pieces are two 1979 lithographs by David Hockney—Celia Weary and Celia – Elegant—a 1971 etching by Man Ray titled La Main Bleue, and Tracey Emin’s embroidered handkerchief piece Be Faithful to Your Dreams from 1999. As for furniture, the store includes the Ron Arad Rover P6 chairs, a President desk by Jules and André Leleu, and an antique Chinese paravent.
Adding to the unique atmosphere is a section called the “Vinyl Corner”, a record area where vintage and contemporary vinyls are curated. This feature pays homage to the brand’s longstanding connection with music, often evident in its memorable runway soundtracks.
This new flagship also marks a pivotal moment in the brand’s evolution, following the departure of Dries Van Noten himself in 2024. The brand’s new chapter is now led by Julian Klausner, the newly appointed creative director. Klausner began his career at Maison Margiela and joined Dries Van Noten in 2018, working closely with the founder to develop the brand’s creative vision over several years.
Notably, Dries Van Noten continues to oversee the brand’s beauty line, drawing inspiration from his expansive 55-acre garden located in the suburbs of Lier, just outside of Antwerp.
Blending fashion, art, music, and scent, the new London flagship stands as a multifaceted space that encapsulates the brand’s aesthetic while establishing a strong cultural presence in the heart of the city.
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