Miu Miu’s London Flagship Reimagined

The aesthetic language of Miu Miu is as deliberate as the pleats in its abbreviated skirts. So attuned is the brand to its customer – book-smart, confident, a touch subversive – that it seems to know her habits intimately; what she reads, how she moves, where she goes. It’s not marketing so much as anthropology, executed with the wry intelligence that mirrors the women that Miu Miu dresses, and the cultivated mind of Miuccia Prada herself. That vision finds further embodiment in the brand’s reimagined London flagship, newly redesigned with the evolving tastes of its muse in mind. 

The transformation unfolds on the corner of New Bond Street and Bruton Street and is home to the full Miu Miu offering: ready-to-wear, bags, shoes, leather goods, eyewear … The brand says the space is based around “a sense of cultural exchange, conversation and the gathering of a spirited and thoughtful community” – put simply, a place for Miu Miu’s girls to find each other. 

Downstairs the label’s signature blue graces the walls, with pale wooden ceiling beams above. Metal grating on the floor adds a more industrial edge. Punches of acid yellow and lime are introduced with two glossy display cabinets, topped with in-demand accessories beneath glass. A dedicated shoe area revolves around a modular sofa, a communal bench for the reflective shopper, or simply a soft spot to slip on a ballerina.

The environment softens and domesticates on the first floor. On warm wooden parquet flooring, curvaceous almond-toned seating, is set atop fuzzy rugs. Wooden tables bear bags and shoes. Embroidered wall coverings – part boudoir, part fantasy dressing room – lend a touch of ultra feminine reverie. A folding door gives way to a tranquil dressing-area-cum-wardrobe stocked with current-season clothing. 

To mark the reopening, the flagship store is offering an exclusive global preview of the new Miu Miu Upcycled collection, created in collaboration with the costume, production and set designer by Catherine Martin.

Miu Miu’s flagship store is located at 150 New Bond St, London W1S 2TU. Find the opening hours here.