Browns Fashion in their decision to relocate their Flagship store at South Molton Street engaged HUSH PM&C at the start of their search, to consider the viability of transforming 39 Brook Street, London; a Grade II* Listed Building developed in 1720 with notable history and former home to Colefax and Fowler.
The aspiration to create a four-floor luxury retail space, maintaining the existing heritage and traditional aesthetic juxtaposed with opulent and minimalist furniture structures was achieved in conjunction with the Italian interior designer Dimorestudio. Supported by Proun, who provided UK architectural design implementation services.
The Brook Street store seeks to extend Browns’ immersive retail environment first trialled at Browns East (which we were also part of) through the incorporation of an augmented retail vision to support the customer journey throughout the store. We supported the project by integrating infrastructure and technology to support this vision. Interactive mirrors have been incorporated into all fitting rooms and The Club, a personal shopping and styling experience on the top floor of the store. The integration of ‘Future Retail’ technologies is aimed at keeping Browns at the forefront of the fashion retail experience.
HUSH PM&C in our role providing Project Management and Employer’s Agent services, we managed the project from inception to completion across six separate construction/ delivery contracts to deliver the project brief.
In addition to our project management role, we also managed the interface and the engagement with the landlord, Grosvenor Group, who delivered the building to an agreed shell and core specification. The building was provided as a shell with capped services, consequently, new services were installed throughout the building to support the new vision for the building, Taylor Project Services providing MEP consultancy services and specialist lighting design by Nulty+.
HUSH worked with an array of diverse and specialist consultants to deliver the overall vision and customer experience for our client to include catering designer, AV consultant, fire consultant, Italian Millworker, Integrated technology specialist, structured cabling consultant and Artisan trades.
T&B Interiors were awarded the fit-out contract and the works were delivered under a Design and Build contract, with distinct contract provisions to facilitate the specialist sub-contractor packages.
The joinery, furniture and sculptural fixtures to showcase the retail merchandise was a fundamental aspect of the project brief and key to the successful delivery of the store. A separate procurement process was undertaken to seek out a supply chain partner who could best match Browns’ aspirations for the quality and delivery of the store interiors as curated by Dimorestudio. Fabbri Services were selected as the preferred partner.
The buildings unique heritage and character warranted meticulous planning and attention to detail. The scheme involved phased planning and Listed Building application submissions in conjunction with Gerald Eve and Donald Insall.
A unique feature of the Browns retail experience is the inclusion of a 28-cover restaurant and courtyard dining experience for award winning chef Ivan Tisdall-Downes and Imogen Davies to create Native at Browns. Interior designer Red Deer were awarded the contract to design the restaurant interior aligned to Native’s and Browns’ brief which a key focus on sustainability. Red Deer collaborated with a number of artists and trades/craftsperson to include; Emma Payne (ceramicist), Jan Hendzel Studio and Altrock (dining tables) and Armatile who created the bespoke mosaic floor.
HUSH also supported the application for an alcohol license for Browns:Native restaurant.
An integral part of the restaurant offering is the secluded courtyard designed by Landscape designer Matt Keightley at Rosebank Landscaping, who transformed the external space to create a secret oasis for restaurant diners.
We are immensely proud to have played a part in the making of this iconic Browns’ retail space and restaurant. The project involved many challenges along the way from the intricacies and delicate nature of dealing with a Grade II* listed building, integrating modern services and technology which was not always straight forward, managing multiple contracts to achieve efficiencies for our client, to the more complex and outside of our control issues related to Covid-19 and BREXIT which dictated the programme. Despite all of the hurdles that were thrown at them, the client team were resilient, dynamic and remained focussed on the important details that have achieved a truly unique retail environment.
Tracy Marsh, Managing Director
Read about this project in the news:
https://www.drapersonline.com/insight/browns-makes-history-with-its-new-mayfair-home
https://www.ft.com/content/166005c7-70de-4521-9d9d-e883eb53e9e6