LONDON — Browns is upping the ante on the subject of in-store experiences on the new Brook Road retailer, inviting Rihanna’s nail artist and a sought-after tattooist to city to mark the massive launch.
It is a continuation of the residencies’ initiative, which the retailer began final 12 months, inviting vogue, wellbeing and well being professionals into its world, and providing prospects the possibility to e-book one-on-one digital, or bodily, appointments with sought-after specialists who have already got lengthy ready lists.
Pre-COVID-19, the primary cohort of residencies included Virgil Abloh’s personal trainer Joe Holder; neuroscientist Dr. Tara Swart, and Rihanna’s stylist Mel Ottenberg.
To mark the opening of the brand new retailer, the skater-turned-tattoo artist Delphin Musquet, who runs the very talked-about studio Sang Bleu in East London, will flip Browns’ upstairs Membership Room right into a tattoo studio and supply customized small and medium-sized physique artwork for patrons.
Jenny Longworth — identified for her work with Rihanna, Chanel, Gucci and extra — will convey her nail bar to the brand new area and supply a wide range of companies, from conventional manicures to the most recent innovation in nail extensions.
With worldwide journey restrictions nonetheless in place, Browns will proceed to supply digital experiences, too, together with on-line hypnotherapy classes with East London-based hypnotherapist Michele Occelli, who guarantees “a journey of self-discovery.”
Unique experiences are solely part of Browns’ newest providing. There’s unique product, too.
Browns has launched a particular capsule with Marine Serre. To mark the opening, Serre has additionally created an set up that may characteristic in The Focus space of the boutique.
The capsule coincides with the drop of Serre’s spring 2021 mainline assortment, and can supply 20 unique items throughout males’s, ladies’s put on and equipment. It consists of monitor jackets, unfastened trousers and attire that includes the label’s widespread graphic prints and splashes of purple designed to represent “survival on this time of response.”
“Marine’s dedication to sustainability and group, alongside her wonderful design expertise and the truth that our prospects are loopy about her garments, made the selection simple for our first set up in The Focus room,” stated Ida Petersson, Browns’ buying director.
She pointed to the Amor Fati-inspired tree that Serre envisioned for the in-store set up. It was constructed from scratch to make sure that solely recycled supplies have been used.
Petersson stated some of these “multi-sensory” experiences have been sprinkled throughout the brand new boutique.
“Browns Brook Road maintains the guts of what Browns all the time was, and is: A spot that looks like the perfect model of residence, and an area for us to supply an exploratory journey that goes past simply product, be it by way of the Marine Serre set up, the (dreamy) Yellow Room, or the immersive room that may make you look twice,” Petersson stated.