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Founded in 1970, London retailer Browns expands its initial flagship in Mayfair with the Browns East — its first brick and mortar store to open in 20 years.

Situated in one of London’s most vibrant neighborhoods, Shoreditch — Browns East is located on the corner of Club Row, set just off Redchurch street. The store is the first incarnation of the Browns Nomad project and perfectly complements the flagship store on South Molton Street.

Browns East offers an entirely new concept for its customers, which will be ever changing and flexible, offering a reason for its customers to keep coming back for new experiences. With the Browns Nomad project, it will see Browns implement its pioneering take on semi-permanent, roaming retail concepts — a modern variation to the pop-up model, where this initiative will reinvent the retail experience by creating unique concepts that are tailored to the city and neighborhood.

Browns East is launching with 45 brands, including Gucci, OFF-WHITE, Balenciaga, Raf Simons and more, as the offerings will be presented in a gender-neutral retail space, where lines between menswear and womenswear don’t exist..

Additional features include an “Immersive Experience Room,” which allows visitors to check in for a meditation session, while a café with a marble-clad bar, stocked for launch by Fatties Bakery, in addition to striking fixtures and furniture crafted from 100% recycled plastics, as well as a staircase-meets-gallery section incorporating a curated selection of multimedia artwork by artists including Polly Morgan, Juno Calypso, and Lauren Baker are notable standouts in the new location.

If you’re in the area, here’s the official address.

Browns East
21 Club Row, E2 7EY.
London, U.K.

For more shopping, VFILES announces a GOOD AMERICAN Pop-Up shop in NYC next weekend.

Words by Renz Ofiaza
Staff Writer

Renz Ofiaza is a Staff Writer at Highsnobiety and based in Brooklyn.

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