DeMellier opened its first flagship store on Sloane Square on 24 October, and it looks nothing like a typical retail space. The London-born handbag brand worked with Belgian architect Nicolas Schuybroek to design a two-floor interior that reads as a home, filled with vintage furniture, contemporary pieces, original artworks and natural materials.
Since relaunching in 2017, DeMellier has built a loyal following online and a growing international retail network. A store of its own, in the city where the brand began, is the logical next step.
A Living Room on the Ground Floor
The ground floor is set up as a living room. Vintage furniture, books, ceramics and objects sit alongside the collection, so the bags are part of the room rather than the focus of it. The space is meant to be comfortable and familiar, and the idea is that customers will want to stay a while. Nothing about the interior design feels assembled for an opening. It looks collected over time, with permanence favoured over trends, and it is built to age well.
On the lower ground floor, the living room gives way to a dining room built around a four-metre table handcrafted from sixty-year-old reclaimed timber. It is intended for small dinners and conversations with friends of the brand, which makes the store as much a place to gather as a place to shop.
Nearby, the Craft Corner shows how a DeMellier bag is made. Tools, materials and imagery are on display, a deconstructed bag reveals how a finished piece is put together, and footage from the brand’s factories is projected onto linen panels.
Values Built Into Space
The store also reflects what the brand stands for. Books on women in art, architecture and photography share the shelves with works by British female artists. Longevity is part of the offer too, through a lifetime repairs service and an approach to reducing waste. The brand’s A Bag, A Life initiative goes beyond the shop floor, funding life-saving vaccines and medical treatments for children in need.
The launch was an intimate affair. Friends of the brand gathered over drinks and canapes, with the collection on display as guests caught up and explored the store. The night ended with a private performance by Birdy, whose familiar songs brought some welcome nostalgia to the room. Personalised touches were also offered to guests throughout the evening.
The store is open Monday to Saturday, 10am to 8pm, and Sunday, 12pm to 6pm, at 35-37 Sloane Square, London, SW1W 8AQ. For more fashion retail stories head over to ARCHISCENE magazine.
