On April 12th Browns will open its doors to Browns Brook Street, located at 39 Brook Street in the heart of London’s Mayfair. The new flagship is an intuitive environment in collaboration with Farfetch that cultivates personal connections to foster community in a highly tech-enabled retail experience.
Browns Brook Street offers a rich canvas to uniquely showcase the merging of the historical and the contemporary. Set over four floors, the new space features a pioneering restaurant, Native at Browns designed by Red Deer, who are leaders in sustainable design, and an unexpected yet inviting courtyard that celebrates the history of 39 Brook Street which has been preserved yet modernized to perfectly imbue the Browns brand. They have endeavored to use as many local, natural and artisanal products, to fit in with the Native ethos. Expect handmade ceramic tiles and blown glass lamps from UK artisans, a mosaic floor made from repurposed tiles and walls rendered in colored clay from Cornwall. The Courtyard, designed by award-winning landscapers Rosebank, has been reimagined into a secret forest in the city. Silver birch trees populate the space, whilst a large cherry tree takes centre stage in the middle with white neon strip lights dotted around to give it a modern touch. Due to environmental impact, Native has chosen not to use patio heaters, opting instead for blankets made from recycled cotton, produced in Cornwall, with Pergolas to provide light weather cover. The tables outside are fabricated from recycled glass beer bottles with chairs made out of recycled ocean plastic.
Built in 1720, the heritage site located on the corner of Avery Row and Brook Street, has had an illustrious history within the fabric of Mayfair having housed influential British decorating firm Colefax and Fowler which was founded by 20th-century tastemaker Nancy Lancaster, who resided in the space. Drawing on these historical aspects of the building and retaining some of the site's original grandeur, some areas have been left completely untouched, blending old decadence with a contemporary mood.
After the success of the launch of the ‘Residencies’ programme online in October 2020, Browns Brook Street will also play home to the physical realization of these experiences.
