Miu Miu has this month reopened its New Bond Street London flagship with a newly conceived retail concept “based around a sense of cultural exchange, conversation and the gathering of a spirited and intelligent, thoughtful community in a warm and welcoming environment”.
The label’s stores have long felt like more comfortable and inviting spaces than some luxury stores — channelling neither the dripping-with-luxury vibe of certain brands nor the more brutalist approach of others and this continues with the new design.
To mark the opening, the store offers an exclusive worldwide preview of the new Miu Miu Upcycled collection, created in a collab with costume- production- and set-designer Catherine Martin.
And Thursday evening sees a special event at the store, followed by an evening at The House of KOKO private members club and KOKO, the music venue in Camden. Dubbed Miu Miu Club London 2025 for the event, it’s been curated by British musician Little Simz, who’s playing live.
As for the store itself, the Prada Group-owned brand said the renewed space is “harmonious while upholding the contrasts at the heart of this name: dreams and reality, history and experimentation, femininity and playful rebellion co-exist”.
It’s located on the corner of New Bond Street and Bruton Street, covering an area of around 700 sq m and is home to all Miu Miu collections including ready-to-wear, bags, shoes, leather goods, eyewear and small accessories. The ground floor is mainly dedicated to accessories, as before, with RTW one floor up.
The company said it’s a “proudly modern and minimal space”, although in this case it’s clear that “modern and minimal” don’t mean “stark”. The lower floor has an industrial metal floor, a bright ceiling and signature pale blue walls, punctuated by wooden beams and shelving “for warmth”.
The brand has introduced “shocks of vivid yellow and green” into the environment for the first time in the form of two large display counters, filled with accessories, and finally a shoe space designed around a large pale blue modular sofa.
A metal staircase leads up to the first floor that offers “a more intimate and homely atmosphere”. Floors and ceilings “are formed in modular wooden squares. A hanging rail travels along the walls accompanying customers through interconnecting lounges composed of groups of specially curated seating and carpets in varying shapes and shades”.
There’s also a large wooden desk and a long sofa along one side, creating “a centrepiece around which more private areas may be accessed”.
And there’s a “spacious” dressing room, “surrounded by wardrobes lined with precious embroidered fabric and filled with current Miu Miu looks”.
Importantly too, a large room set aside for private appointments is found on the opposite side of the floor.
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