LONDON — Mulberry opened the doors of its new flagship at 100 Regent Street on Friday morning, home to a fresh design concept conceived by creative director Johnny Coca in partnership with interior designer Faye Toogood.
This is the first time Coca has fully put his stamp on Mulberry’s retail interiors since he joined the company three years ago. “My first project was the Mulberry re-brand and once that was completed, the new retail concept was the next step. It has been a long, thought-out process, and I wanted to find the perfect person to collaborate with,” he said.
A bold color palette and geometric fittings such as big, curving purple columns, make a strong statement. Coca also wanted to make sure that it “felt like home,” by using soft peach accents and taupe-gray walls inspired by painted British landscapes.
“I wanted to create an immersive environment with a feel of the home and for the product to come to the customer rather than the customer having to go to the product,” he added, noting that the customer journey also had to be fun.
To that end, the store is kicking off with an interactive campaign, Mulberry Muse. Customers are encouraged to pose in Mulberry’s in-store studio. They can have their portraits taken, and they’ll be projected onto the store windows.
Coca is also introducing a new way of merchandising. “Throughout the store, the leather goods, ready-to-wear, shoes and jewels are merchandised according to their color and volume, which helps create the lifestyle feel. I want the customer to shop the collection rather than one category,” he said.
To showcase Coca’s brand new vision, Mulberry has designed four exclusive iterations of the brand’s new Harlow bag design. The exclusive capsule includes two micro Harlows in crocodile-embossed leather retailing for 595 pounds each and two Harlow satchels retailing for 1,050 pounds each.
The store also offers a full, omnichannel experience such as mobile payment points, click-and-collect and two-hour, same-day delivery across central London.