The British fast-fashion retailer is upping its game with a new, 14,000-square-foot Knightsbridge store — complete with a circular staircase made from granite, steel and glass inspired by the one at the Louvre.
The unit, which opened for business Thursday, stocks edited, fashion-driven collections. “We’ve taken Topshop to the next level,” said owner Sir Philip Green, who cut the ribbon Wednesday evening with a party at the store, followed by dinner for about 140 at Zuma, the buzzy Japanese restaurant around the corner. “It’s a very high-profile location. This kind of opportunity rarely comes up.”
The store is located in a previously empty space not far from Burberry, French Connection and Monsoon on the busy Brompton Road. Topshop’s main entrance is directly across the street from Harrods.
The new store is better organized — and far less crowded with merchandise — than its Oxford Circus counterpart. The ground floor carries makeup, accessories, jewelry, the latest seasonal trends and a collection of limited edition embellished dresses that start at 130 pounds, or $187. The dresses are exclusive to the new store.
The upper floor features Kate Moss for Topshop, lingerie, Unique — Topshop’s in-house designer brand that shows during London Fashion Week — and capsule collections by designers such as Meadham Kirchhoff. There is also a personal-shopping suite with a separate entrance. The basement stocks denim, jersey, cotton and casual collections.
The interiors are a mix of black and gray, with exposed ceilings and brickwork, neon light rods crisscrossing the ceiling — and a lot of highly polished bronze mirrors. A big glass sculpture in the shape of a lightning bolt — Green and his team call it “The Shard” — cuts through all three floors. It was designed by Tim Whitmore, Topshop’s visual director.
“There are a lot of raw edges here. It’s a tough environment — with vibrancy,” said Guy Smith, head of design at Arcadia Group, Topshop’s parent. “We want customers to feel like they’ve come to an exhibition. This is about event retailing.”
70 Brompton Road
Knightsbridge, Greater London
Photos: Tim Jenkins