JOHN VARVATOS OPEN FIRST EUROPEAN STORE IN LONDON
A REVIEW OF THE LABEL’S CONDUIT STREET, MAYFAIR LONDON SHOP
Photography by Craig Landale
Standing across the street from this new store sitting quietly on a rather exclusive luxury designer street in London, you’d be forgiven for thinking it’s a rather small menswear shop.
Step inside and you’ll quickly realise the grand scale of 10,000 square feet on three floors. The ground floor not only goes on as far as the eye can see, but it’s also neighboured by a first floor above and a lower ground floor below featuring its own music venue.
As part of the companies growth, John Varvatos' first shop in London brings the brand’s store count to an impressive 20. This latest one is located at 12-13 Conduit Street in the Mayfair area of London. It is their largest to date and will offer the full range and collections of John Varvatos’ menswear including John Varvatos Collection, John Varvatos Star USA and Converse by John Varvatos.
“Opening my first store in London is a dream come true. Since I was a young boy growing up in Detroit, London is the city I most wanted to visit and explore. My connection with it from my teens in the 70’s has been like no other,” says Varvatos.
The brand positions itself within a combination of rock n' roll teamed with old world craftsmanship and modern innovation.
'Due to this, Varvatos has become one of the most well-known menswear designers in the world'
By drawing inspiration from both past and new, a luxurious and relaxed line is achieved, perfect for a modern lifestyle.
The store is interesting throughout and includes plenty of local architecture. Behind the classic London storefront, you’ll find interior details including white exposed brick walls, custom built-in wardrobes and antique hardware elements. Dark wood herringbone floors covered with hand-crafted carpets create a home away from home atmosphere which quickly makes you wish you could move in.
In partnership with Rock Paper Photo, Varvatos has curated a dedicated gallery in the rear of the ground level which features unique, never seen and limited framed photography prints (all available to buy) featuring striking images of live-performance by music greats from the 1960’s through to the current day.
Connecting the ground and first floor, an impressive feature is a curved floating stairway with dark oak slab treads. Additionally, two dramatic dandelion pendant light fixtures from the 1970’s light up both levels, and are an interested representation of the store’s rocker-cum-gentleman feel.
The lower level encompasses an unexpected space where fashion and music can thrive together. Here you’ll find an intimate music stage with a sparkling set of drums waiting to be played. This unique area is inspired by the John Varvatos Bowery store in the former home of CBGB’s, the seminal birthplace of the American punk movement.
The store is interesting, unique, artistic (not to mention huge) and elegant. The overall effect is subtle, with a richly textured, rough-hewn elegance establishing John Varvatos as the next true retail destination in London.