House of Hackney has opened its long-awaited flagship store on London’s Shoreditch High Street. Founded by life and business partners Frieda Gormley and Javvy M Royle in 2011, the brand has built up a cult following through its luxury stockists and website. The new store, conceived by MRA Architecture & Interior Design, features the brand’s full range of fashion and interiors, plus new sleepwear, accessories and stationery.
The shopfront is also home to a special Wild at Heart flower shop inspired by the collections inside (you might recognise Nikki Tibbles’ wild posies and sweet smelling bouquets from the florist at Liberty off Regents Street). There is a butler sink with brass taps for the florists, backed by bespoke tiles to the back of the counter top and a display of vintage bottles and vases.
The 2,000 sq ft store, arranged over two floors, is devised as a series of themed rooms: Garden, Fabric and Fashion. First you pass the aroma of Tibbles’ creations, which compliment the House of Hackney’s trademark floral wallpaper, and meet the marble top fabric counter, which is equally botanical and welcoming. Decorative cushions are displayed in large-format shelving, while fabric and wallpaper samples are beautifully tied with ribbon. This room is bookended by the fashion rails, before you descend to a room full of luxurious furniture, including a four-poster bed.
The style is classic Victoriana with a twist- rich and luxurious, just like the brand and objects on display. Stephanie Srivastava, Director at MRA, explained: “House of Hackney wanted to create a space dedicated to their product, a destination for their customers where the “beauty of the collections can be seen in their entirety”. The store provides a “touchpoint” for followers of the brand, a tactile opportunity to engage and be entertained while being immersed in their statement prints.”
photo: Adrian Ruiz Martin
photo: Adrian Ruiz Martin
all other images: Anthony Krolla
