Stella Takes Over Bond Street

23 Old Bond Street celebrates the world of Stella, reflecting her approach to design, innovation and sustainability. The store captures the spirit of Stella’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 company’s ethos through a unique and multi-sensory journey, with all the collections in one place amidst artistic, graphic 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

 

Stella has 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 humour, 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 Stella Kids collection, there’s a ball pool and climbing wall on the lower ground floor.

 

Further bringing personal emotion into the space is the use of sound, light and smell to create a multi-sensory experience. Speakers strategically cast into concrete play abstract sounds to elevate the senses within different zones featuring spoken word recordings and an original sound collage specially created by Paul McCartney. On the second floor, alongside the menswear collection, there’s a ‘Stell-a-phonic’ installation of handmade reggae style speakers designed by artist Swifty. Tracks are handpicked from Stella’s personal vinyl collection, who says “that’s basically a homage to the Notting Hill Carnival,” demonstrating our natural connection to music.

 

Sustainability is a massive part of what we do as a brand and therefore also a massive part of this store.”

 

Staying true to their commitment to sustainability and innovation, every effort has been made to move away from traditional luxury materials, using handmade, organic and sustainably sourced elements in the new store design to echo the same approach as her collection’s. Reiterating a sustainable approach to design, Stella says, “Everything that I do is a commitment to sustainability and to being responsible and ethical.”

Designed by Stella and the Stella team, 23 Old Bond Street is located in London’s Mayfair, carrying all product categories including women’s and menswear ready-to-wear, accessories, lingerie, swimwear, kids, eyewear, fragrance and adidas by Stella McCartney.

Cara MulroyComment