Mulberry unveils London flagship

Boutique features new design concept.

Mulberry unveils a new concept at its flagship store in London. 

The new store design, which follows the company's rebrand, was created by creative director Johnny Coca, along with interior designer Faye Toogood.

“I wanted to create an immersive environment with a feel of the home and for the product to come to the customer rather than the customer having to go to the product,” Coca says.

To accomplish that, Coca utilized a bold color palette and geometric fittings alongside soft peach accents and taupe-gray walls inspired by British landscapes, according to Women’s Wear Daily. In addition, the store debuts an interactive campaign, Mulberry Muse, with an in-store studio where customers can have their pictures taken, which will then be projected onto store windows. 

This article was first published by our sister publication, VMSD.