Ralph Lauren has always loved everything English and now the designer’s Home collection has its very own space in England. Lauren next month will turn the 3,800-square-foot lower ground floor of his Bond Street flagship in London into a Home collection store carrying his fabric, wallpaper, furniture and gifts. The Home store, which opens Sept. 19, will take space previously devoted to Lauren’s Polo Sport line, which is being moved elsewhere in the flagship. The new Home area will feature a large “design room” fitted with fabric and wallpaper samples — and computers. With the click of a mouse, customers will be able to experiment, changing the print or color of a sofa or chair on the computer screen. There will also be three themed interiors which will change every three months. The first one looks like an upscale fisherman’s cottage, the second has a “Dangerous Liaisons” theme, and the third is black-and-white Manhattan sophisticate. That room will also be fitted with furniture made from black carbon fiber — an outgrowth of Lauren’s passion for vintage cars. “We needed to open the Home store in London — our customers were asking for it,” said Francoise Labro, vice-president, European marketing and creative development for Ralph Lauren Home, which is celebrating its 20th anniversary this year. She added that the concept of dedicating an entire floor to the Home collection will be extended to Lauren’s other European units.

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