JW Anderson's new temple is in the heart of London

JW Anderson rewrites the rules of retail with the opening of its new store on Pimlico Road, a space that blurs the boundaries between fashion, design and cult objects. Far from a conventional shop, the new London enclave functions as a contemporary cabinet of curiosities, where clothing, handicrafts, homewares and collectable art coexist under the same aesthetic narrative.

Designed by Sánchez Benton and conceived under the creative direction of Jonathan Anderson, the two-storey space embodies the brand’s definitive shift towards a lifestyle universe. Here, fashion is no longer the sole protagonist, but engages in dialogue with the growing Home & Garden collection, which occupies the heart of the project and sets the tone for the journey.

The interior eschews sterile minimalism in favour of a warm, lived-in and almost domestic atmosphere. Everything is designed to feel lived-in: furniture, textures and objects create an intimate environment where ready-to-wear garments, accessories and footwear appear organically, integrated into a broader creative ecosystem. The result is a space that exudes curiosity, ingenuity and an effortless elegance.

As one would expect, art is the backbone of the entire experience. The store hosts a rotating selection of works and objects that dialogue with the seasonal collections, reinforcing the idea of the boutique as a living gallery. Embracing the historical and artistic character of Pimlico Road—the epicentre of design and antiques in London—JW Anderson has created a hybrid destination that celebrates the connection between what we wear and the objects we choose to live with.