Matchesfashion, London

Ecommerce-powered fashion brand Matchesfashion has launched a dramatic concept store at 5 Carlos Place in Mayfair. The bricks-and-mortar power play is part of the brand’s commitment to content – both digital and analogue – and every moment of the always-on space will be shared with its online audience via multiple digital channels.

And there’s plenty to share. The store, housed in an impressive five-storey townhouse, is themed after the imagined home of a well-heeled, well-travelled couple, and luxury abounds. Grand yet homely, it taps into original features such as a spiral staircase, wood panelling and terracotta tiling.

Magnificent, yet cosy and warm, Carlos Place is designed to feel like entering a friend’s house.

An ever-moving spate of fashion characterises the lower two floors, which are home to brand exclusives and brand takeovers, including from Prada and Marchesi 1824; all product completely refreshes every fortnight. The company’s new homewares line is also available on these floors, and the experience is rounded out with events such as talks, book signings and creative master classes.

While the first two floors are open to the public, the others are experienced digitally or through invite-only events. The ‘attic’ space is set aside as the brand’s broadcasting hub; two others are dedicated to private shopping and style advice from in-house stylists.

Despite the fact that the brand is a major ecommerce player and relies heavily on digital sharing, its use of technology in the space remains understated. While customers will have access to an app and AI will help drive product discovery, the main intent is to facilitate one-on-one conversations and connections.