LONDON — Having made its U.S. debut earlier this year with the rapid-fire opening of three stores in New York, Me+Em has shifted its attention back to Britain with the opening of its first flagship, not far from Oxford Circus.
The brand, which already had 11 stores in the U.K. and concessions at Harrods and Selfridges, has cut the ribbon on its 12th and largest store in Marylebone, a glossy retail and residential area where neighbors include Chiltern Firehouse, Daunt Books, Aesop, Le Labo, Ganni and a host of restaurants and cafés.
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The flagship, which is located at 4-5 Marylebone High Street in a former bank, spans a total of 3,826 square feet, and has a VIP styling suite for high-profile customers, who include the Princess of Wales, Britian’s new First Lady Victoria Starmer, Amal Clooney, Olivia Colman and Margot Robbie.
Designed in collaboration with Tina Vaia and Ed Milton (who also worked on the Me+Em Edinburgh store), the decor is sympathetic to the building’s heritage, and to various periods in British history. The color palette blends neutrals with mustard tones.
The custom stone floor merges traditional Victorian checkerboard with 1970s-style “crazy paving.” Furniture includes ’70s tiled tables in deep green and yellow, a nod to traditional British pub tiles.
Circular banquette seating wraps around structural pillars and dark wooden furniture is meant to evoke the feeling of a grand banking hall. An oak bobbin rail will be used to display hero looks from Me+Em’s monthly curated edits.
For November, those looks include velvet, tulle and sequin partywear, the label’s first collection of evening bags, classic printed dresses and argyle knits in British wool and cashmere.
Clare Hornby, founder and chief executive officer, said the Marylebone location “is a true example of our strategy around hitting destinations that combine a local neighborhood feel with a boutique shopping experience, attracting both locals and visitors.”
Hornby said the new retail concept, which began rolling out in New York earlier this year, is meant to inspire outfit building, which lies at the core of the brand. Hornby has described Me+Em’s approach as “fashion Lego,” meaning that separates should be able to multitask, layer and work together season after season.
“We want to ensure that our commitment to offering flattering and functional outfit-building solutions comes across through our store design,” Hornby added.