© JW Anderson / Photography: Johan Dehlin

Brit designer Jonathan Anderson is arguably best known for shedding Loewe‘s stuffy image and making it bloody cool again, but he also has his own label that’s going places. In fact, it’s so successful now that it has gained momentum with a new flagship store, the very first, in one of London‘s hottest shopping zones. The retail space, picked by the designer himself, sits on the corner of Brewer Street and Wardour Street in Soho and occupies 1,300 sq.ft. (121 sqm.) across two floors of a red brick Victorian building. Anderson once again collaborated with acclaimed local practice 6a architects to create a matching interior design. The premises previously comprised of two different retail spaces which have now been unified, but the concept of two addresses with distinct façade treatments has been retained. Both store frontages include custom aluminium fluting, a reference to the Italian cafes that once populated the neighbourhood, and handcrafted neon signage, a firm nod to Soho’s buzzing nightlife scene which has dominated here since the 1970s to this day. Large windows allow in floods of daylight on the understated ground floor which sees floor-to-ceiling modular aluminium shelving and tubular lighting. However, the Brewer Street side of the premises looks like a tailor’s shop and features faux wood veneer on the walls and furniture, cabinets with interior pops of colour, brass trim and subtle JWA Anchor Logo details. One floor below, the setting comprises fluffy carpeting surrounded by hanging fabrics in similar hues. The new JW Anderson store carries the brand’s full range of menswear, womenswear, small leather goods, shoes, handbags, accessories and special collaboration products including Converse x JW Anderson and its recently launched line for Moncler Genius.

JW Anderson
2 Brewer Street (Soho)
London W1F 0SA
Telephone: +44 20 71995920

© JW Anderson / Photography: Johan Dehlin