Stella McCartney Launches A New Retail Store
23 Old Bond Street celebrates the world of Stella, reflecting their approach to design, innovation and sustainability. The store captures the spirit of the brand’s naturally sexy, naturally confident and modern collections and has been designed with bespoke personal experiences at its core.
There are new ways to explore the brand’s ethos through a unique and multi-sensory journey, with all the collections in one place amidst artistic, graphics and sound installations.
“Old Bond Street is probably one of the most prestigious retail locations in the world. And for me being born and bred in London and having our business headquarters there and design studio, it’s incredibly prestigious for us; and I feel we’ve arrived.” – Stella McCartney
“We have created an intimate, personal and architectural atmosphere to constantly evolve and bring a textured emotional experience into the space.”
The grade II historic 18th century building’s original façade, including an ornate Edwardian entryway and a planted balcony, have been carefully preserved; a sharp contrast with the contemporary interior that is spread across the four floors. The space explores a play on texture, volume and light in themes that evolve throughout the building. A sculptural spiral raw steel staircase anchors the space.
Fluted concrete walls in a range of textures from top to floor complement glass cube cases, linear brass railings, and colourful ceramic gemstone fixtures; inspired by memories of Stella’s childhood playing with pebble dashed walls. All of these features are interchangeable, allowing a fluid and reactive canvas for the merchandise on display. Contrasting accent details include silicone tables in shades of pink, substantial reclaimed wooden blocks and exposed original brick walls.
Signature cruelty free pink Fur-Free-Fur material from previous collections is repurposed to playfully line the walls of the “Stellavator” as a way to “having a sense of humor, a pop,” notes Stella. Personal touches decorate the walls of the fitting room, which feature hand embroidered ‘Hands of Love’ prints created by team members from around the world. Embracing the playful sprit of our Stella Kids collection, there’s a ball pool and climbing wall on the lower ground floor.
“The store has been so considered; every single step that you take in the store is one that I hope is elevated, I hope is executed in the most magnificent way. We’ve put our heart and soul into creating this store; so much love and attention has gone into every single part of the process.”