Jacquemus expands to London with a new flagship store

Jacquemus adds a fourth flagship to its growing portfolio. Following its boutiques on Avenue Montaigne in Paris, Dubai (operated in partnership with the Chalhoub Group), and last month’s New York opening, the Parisian brand unveils a prestigious new address in London. Located in Mayfair, at 33 New Bond Street—one of the most exclusive streets in the British capital—the store spans nearly 330 square metres across an entire Victorian neoclassical building, previously occupied by the Richard Green Gallery, which now leases the space to the label.

The founder and designer Simon Porte Jacquemus has gone all out to ensure a premium experience for his clientele, dedicating a private VIP salon on the top floor for his most exclusive customers. This intimate cocoon-like space is accessible via a separate entrance. Scattered throughout the London flagship are around 50 artworks, furniture pieces, and design objects that sit effortlessly alongside the brand’s collections, creating the atmosphere of a stylish apartment.

Highlights include Josef Hoffmann armchairs, a drawing by French artist Henri Laurens, a still life by German artist Wolfgang Tillmans, a small nude by Raoul Dufy, and ceramics by Astier de Villatte, complemented by prestigious loans from the Richard Green Gallery.  

The new boutique marks a significant milestone in Jacquemus’ development strategy as the brand actively seeks an investor to acquire a minority stake in its capital. The aim is to accelerate its international expansion with a series of store openings in 2025 and 2026, including a Los Angeles location slated for February, as well as new entries into Asia and Europe. The brand also plans to broaden its offerings into new categories, such as beauty.

The London address was designed by Rem Koolhaas’ OMA architecture agency, which also created the New York boutique and the brand’s showrooms, in collaboration with Simon Porte Jacquemus. The space embodies the Jacquemus universe, with leather goods and accessories on the ground floor, women’s ready-to-wear on the second floor, and, for the first time, an entire level (the first floor) dedicated to menswear.

Like its New York counterpart, the new store blends warmth and sophistication with minimalist design. It features artistic touches and Provençal elements through the use of materials such as hand-applied textured white stucco, irregularly shaped natural stones that mimic Mediterranean cobblestones, and Southern-style wrought iron accents used for the staircase railings and clothing racks.

Before establishing a permanent location in London, Jacquemus tested the waters with temporary formats. Notably, in spring 2022, the brand created pool-themed installations at Selfridges, followed by a gym-themed pop-up in partnership with Nike during summer 2023.