Friday 20th October

| BY Finn Blythe

Browns Go East With Their New Shoreditch Store


For the first time in twenty years, Browns are opening a brand new store. They’re going east. To Shoreditch. Housed in a former print factory, Browns East will be the very first incarnation of their Nomad project – what they are calling “augmented retail.” And what is augmented retail? I hear you ask. Well, from what we’ve gleaned from the mega press release, is a store with an ever-changing appearance via shopping concepts that are tailored to the neighbourhood. Fancy.

Customer is front and centre of the new approach. “Browns East will feature Farfetch’s Store of the Future technology” says Sandrine Deveaux, Managing Director at Farfetch. “Our engineers will work alongside the sales associates to really get to know the Browns East customer. This approach will allow us to shape the connected store retail experience, where we believe technology is there to enhance and to augment the customer experience in subtle, magical ways.”

So what is this store of the future going to look like exactly? Starting as they mean to go on, the entrance will be handed over to independent creative types as a temporary space to exhibit fresh talent and emerging business. Fun. Food is fully covered courtesy of their in store caff, where Fatties Bakery will be churning out all manner of baked goodness. Elsewhere, ‘The Focus’ will house exclusive capsule collections and fresh collaborations, the first of which will be the Ksubi x Travis Scott line – exclusive to Browns.

The staircase in this two-storey building will also function as a gallery space, exhibiting purchasable works from the likes of Lauren Baker and Polly Morgan, whilst ‘The Immersive Experience Room’ will combine meditation sessions (obviously) with sound and light installations for when the shopping gets a bit too much.

“In creating the overall Browns Nomad concept and opening Browns East, we’ve gone back to our roots, with innovation at the heart,” says Holli Rogers, Browns CEO. “The store will have new elements that are tied to emotion and identity – it’s truly a sensory experience. The moment you walk in you will feel something – through the people, the product, the design, the areas within the space, and the events that will take place.”

Go forth and shop – it’s open now.

Browns East opens today at 21 Club Row, London E2 7EY

BrownsEast-18-The Gallery-EMBARGO OCTOBER 20TH