LONDON — Stephen Webster has returned to Mount Street with a different look. The designer, who once had a ground floor shop on the street across from Scott’s restaurant, has opened the doors to a private salon.
The new space is discreetly located on the second floor of 130 Mount Street, and there is no front door or obvious presence on the street. The aim is to create a private shopping experience for clients, and a space for one-on-one consultations.
“We know that this type of estate is a bit more private, without a front door, and I think that suits the future of our brand. We are doing so well on places like Net-a-porter, and we launched our own e-commerce, but general shopping has changed. People will come in if they want to have a consultation with me or one of my team because they feel really comfortable,” Webster told WWD. “Global groups no longer open boutiques, they are more like places of seduction. That’s why we created this beautiful space, with such a great view.”
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The salon overlooks Mount Street and Berkeley Square.
Webster was one of the earliest residents of the sought-after Mayfair shopping destination, which is now home to boutiques by Christian Dior, Balenciaga, Céline, Christopher Kane, Simone Rocha and, most recently, Sophia Webster.
“We were very early, the Grosvenor Estate were picking on people like me to come. We opened at the same time as Marc Jacobs, eight years ago. It was us and also Christian Louboutin. Then everybody wanted to be here, we were the pillars, and we had a great time,” added the designer.
The new salon was designed by Guy Holloway, the architect who also worked with Webster on the latter’s holiday house in Kent. Holloway said the two wanted to create an intimate feeling for clients, as if they were in the designer’s home.
“With Stephen everything is about a story, and this space is about trying to bring his personality to the space, so that you come in and you feel like you’re in his apartment. It’s completely relaxing here, it’s like being in Stephen’s world,” Holloway said.
“His house in Kent is so interesting. He’s got a massive rug with a bear head on it, stuffed birds, a lot of Tracey Emin pieces. I think over time he’s going to fill this up with more and more. That’s the lovely thing, that every time you come back you’ll see something new.”
The salon consists of two rooms. The first showcases the men’s and women’s seasonal collections, while the second houses couture pieces and is also designed for entertaining. Among the works currently on display is a taxidermy swan by David WildArt; a graphic gold chandelier by Fredrikson Stallard; and a cabinet of curiosities containing a selection of the designer’s favorite books and memorabilia.
Six artworks by Emin will also be installed. Webster collaborated with Emin on a collection of jewelry earlier this year and plans to continue the partnership with a new collection in the near future, he said.