Aristocracy London's flagship showroom

About The Entry

Aristocracy London is a luxury menswear fashion house that creates limited edition suits and formalwear accessories for the modern gentleman.

In September 2023, they moved to their new flagship showroom in an iconic London location opposite the Natural History Museum. The showroom takes up the ground and mezzanine floors of a Grade II listed building and multi-awarded international architect Andreas Skourtis took inspiration from the exhibition displays of the nearby Victoria & Albert Museum to create a unique luxury space.

Within the context of the building’s listed status and Victorian heritage, the space was transformed into a contemporary showroom with references to high quality relaxed spaces of a member’s club. From the moment they enter the showroom for their pre-booked appointment, customers are invited to disassociate from fast fashion and engage with mindful purchasing practices. Unlike many retail spaces which encourage a swift customer journey from the entrance to the till, the showroom evokes a sense of “home”. A dedicated stylist encourages customers to appreciate the craftsmanship of the products while a comfortable seating area with refreshment and gadget charging facilities indicates that they can take their time deciding. Art deco patterns co-exist harmoniously with the original Victorian features and the brand’s navy and gold visual identity is represented throughout with bespoke fittings. To further emphasise the space’s individuality and narrate the close relationship between fashion, art and design, artist Roberta Volpe was commissioned to create two paintings which are inspired by men’s fashion and traditional victorian themes and can now be found in the reception area and fitting room.

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