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LONDON — Alice Temperley has opened her first flagship, in the former Juicy Couture space on Bruton Street in Mayfair, not far from Stella McCartney, Matthew Williamson and Diane von Furstenberg.

This story first appeared in the December 10, 2012 issue of WWD. Subscribe Today.

The new Temperley London store has 2,500 square feet of retail space on the ground and first floors while the Georgian building’s upper levels house commercial, e-commerce and press offices.

The new store stocks the signature and Alice By Temperley collections, as well as the designer’s collaboration with Barbour. There’s a bridal wear salon on the first floor, while a new line of printed silk pajamas and kimono-style dressing gowns will also be stocked at the store.

Temperley’s first store, in Notting Hill, will continue to trade, but will be focused on evening and bridal wear.

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The shop floor features polished brass Art Deco-style clothing rails, fixtures and details inspired by vintage birdcages, and is packed with antiques the designer sourced herself and designs by her arty friends.

There’s a Seventies palm tree floor lamp on the second floor, antique mirrors and vintage chandeliers.

Dolls in the shape of rabbits and cats made by the English artist Alice-Mary Lynch from leftover Temperley textiles hang in glass cases on the walls, while objects such as a decorative backgammon board by Alexandra Llewellyn Designs sits atop a coffee table upstairs.

“I wanted the store to have a gentle, welcoming feel,” said Temperley during a walkthrough. “And I want the space to have a heritage feel, but also grow and evolve.”

The store features parquet floors and a dark, hand-painted wooden ceiling on the first floor. Hand-painted screens with flying birds will soon adorn some of the walls.

The store is set to generate upward of 2 million pounds, or $3.22 million at current exchange, in the first year.

Next up for Temperley is a store at The Gate Mall in Qatar, while the brand’s e-commerce site will relaunch in February. Temperley said she is also scouting a site for a New York flagship, which would ideally open by 2014.

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