The inaugural Mayfair Maison launched this month at Thirty Eight Grosvenor Square, bringing a curated selection of British-based designers to the gilded Georgian townhouse. We look at what was on offer during the pop-up, from ex-catwalk bargains to limited editions. It’s a whole new way of thinking about shopping.
Mayfair has a special place in the history of fashion. Home to Savile Row tailoring for more than 150 years, it set the stage for the legendary dandies in the Regency period. Today, it remains one of the capital’s most important centres for designers, tailors and luxury crafts. From 14–16 October, Mayfair Maison set up shop in Grosvenor Square, filling the historic Georgian property with the best of British design. It combined the excitement (and prices) of a sample sale with the exclusive selection of Mayfair’s fashion set: think archive pieces, catwalk collections, limited editions and hard-to-find house favourites. No queues, tickets in advance and space to try on the clothes.
The designers were selected to complement one another and boost winter wardrobes with some of the most sought-after British-based luxury fashion brands. Participating designers included ROKSANDA, HUISHAN ZHANG and Jenny Packham. As well as these womenswear heroes, there were super soft winter jumpers from Pringle of Scotland, killer shoes by Malone Souliers, handbags courtesy of J&M Davidson and jewellery from the inimitable Stephen Webster. With prices up to 80% less than those on the shop floor, it was a treasure trove for those with an eye for fashion. A few of our favourites included Stephen Webster’s Lady Stardust Bolt Ring, the spiky statement piece worn by Dua Lipa at the 2019 MTV Music Awards, with 50% off, and ROKSANDA’s amazingly flattering Raeya dress, worn in a brilliant bright pink by Emily Blunt.
The concept behind Mayfair Maison is the result of a partnership between Grosvenor and the luxury pop-up experts at Showcase. They wanted to celebrate British design by building an experience that matched the quality of the work on view, hosted in London’s ultimate townhouse venue. The gilded ceilings and eighteenth-century frescos of Thirty Eight Grosvenor provided a unique environment for browsing, a spacious and relaxed atmosphere that felt more like private shopping than pop-up. In the Oval Room, visitors were invited to Maison Mirabeau, a custom-built bar serving gin cocktails or a cold glass of rosé. It’s a place to take your time, relax and enjoy.
Beyond Mayfair Maison, Grosvenor hopes to build a series of high-profile pop-ups, and in doing so welcome a new kind of relationship between property owners and creatives. Joanna Lea. Director of Retail at Grosvenor, explains that the concept store was only ‘the latest in a line of experiences we’ve created to drive awareness of the many exceptional businesses based here’. They also host a Conversations series in the space, which seeks to share actionable insights to a broader audience. Interestingly, she continues, it’s also ‘a first for a property owner to create this kind of experience for its occupiers’. The team at Grosvenor have pushed for this change through what they call simplified leasing. This means that a leasing arrangement can be organised just days in advance of access to the venue, gamechanger in their ambition to champion independent design and innovation.