LONDON — Agnona has opened a permanent home on Albemarle Street in Mayfair with a new interiors concept the features a mix of the luxurious and the industrial — and a few nods to nature.
The store, a tranquil space with hard and soft edges, was designed by Ciarmoli Queda Studio under the creative direction of Simon Holloway. It’s meant to evoke the brand’s origins as a fabric mill in the Fifties and reflect the current offer of homeware, knitwear and ready-to-wear.
“We’ve gone back to the story of the Agnona mill in Biella, [Italy,] which had a post-war modernist industrial design,” said Holloway, the brand’s creative director, during a walk-through of the store, which spans 90 square feet and occupies the former Faliero Sarti space at 37 Albemarle Street.
Holloway said he was aiming to “create an environment that reflects the purity and richness of Agnona,” and wrap up customers “in warmth and style.”
Neighbors on the street include Self-Portrait, Alexander Wang, Aquazzura, Thom Browne and the restaurant Isabel. WWD first reported in February that Agnona, which is owned by Ermenegildo Zegna Group, would be making a move to Albemarle.
The ceilings are adorned with dark metal mesh panels, while fixtures have been made from slender metal beams. Lozenge-shaped wooden clothing rails are meant to mimic the shape of looms.
The floors are done in Lombardian stone and covered in herringbone alpaca rugs while the off-white plaster-effect walls are meant to mimic the featherweight “nuvola” cashmere weave for which Agnona is known.
There are also hand-embroidered silk wallpaper panels featuring the teasel, the prickly wildflower that serves as food for birds and acts as a cleaning and teasing comb for textiles, and wool in particular.
The boutique houses a full range of the rtw, knitwear and home collections as well as an edit of the brand’s capes. They are available for exclusive, personalized custom orders in a limited selection of cashmere fabrics.
The store also stocks fragrances and diffusers from Turin’s Laboratorio Olfattivo, while a whole wall is given over to Agnona’s blankets for the home done in smoky check alpaca and cashmere cable-knit.
The color palette is neutral, a mix of pale taupe, nude with pops of citrine. More openings are in the pipeline, with one set for Moscow by the end of the year.