Stella McCartney’s ethical approach is given free rein at her new flagship on Old Bond Street – a London address celebrating “the world of Stella”, where her eco-friendly focus influences the clean-lined decor and multisensory experience. Touted as the most sustainable store in the city, its four floors fuse natural stone with reclaimed wood, recycled glass and papier-mâché walls made from the brand’s waste paper. The “Stellavator” (or lift), meanwhile, is lined with recycled faux fur, while energy-giving crystals line the floor.
The desire to reclaim and recycle extends to the furniture, which was specially designed for the store and is crafted from recycled foam – while the mannequins, made from bioplastic, are biodegradable. The airy space, punctuated by personal artworks, is spare but elegant and the first floor features an indoor rock pool planted with air-purifying moss and herbs. Having enlisted the help of Airlabs, air pollution is reduced further with the use of nano-carbon filters.
McCartney’s signature style of ease and sharp tailoring sits naturally within this setting, where visitors will find personalised and limited edition pieces, including 23 (the street number of the store) unique items – each customised in a different way – arriving in the store on Monday July 9. There is a grey wool coat with the brand’s Stubbs print (£1,725), while a draped dress (also £1,725) with round crystal rouleau neckline will appeal to those looking for an elegant touch of sparkle.
The pieces will be displayed in a hidden area – revealed on request to loyal customers – that will be devoted to an ever-changing calendar of events and exhibitions. The space currently features an evocation of the designer’s studio, where her personal furniture and photographs help to conjure up her wardrobe.