Following on from success of both flagships in New York and Stockholm, Eton Shirt’s Mayfair flagship is now open, carrying the essence of its new global design language!
The deep and narrow two-storey space, with retail on the ground floor and a private showroom for wholesale clients above, is reminiscent of a London townhouse. We’ve brought in contextual cues, unique to its location in London’s iconic South Molton Street in Mayfair, like a timber herringbone floor and traditional millwork details. The retail space is zoned from front to back with a bright daylit entry that features the latest brand collaboration, through to a moodier, more intimate wardrobe where Eton staff are on hand to provide a more personal shopping experience while enjoying a coffee from the hospitality lounge.