Alex Eagle officially opens the doors to her ‘home’ today: a new concept store on London’s Walton Street.
Furniture, objects and clothing are displayed like personal belongings in the three-storey former townhouse. ‘The concept is that of a shoppable home,’ says Eagle, who designed the interiors in collaboration with Gianni Alen-Buckley.
It’s a deliberate inversion of the traditional retail experience of display models and over-stocked rails. Instead a ‘less-is-more, pared-back aesthetic’ takes precedence, creating space for what Eagle terms ‘a journey of discovery’ through fashion, art, design and literature.
Fashion pieces by Christophe Lamaire and Marie Marot, and vintage Cartier watches are on sale beside vinyl records, first edition books and original furniture by iconic designers such as Charlotte Perriand and Jean Prouvé. ‘Everything is for sale from the record playing to the candles burning, the objects on display and the furniture they’re sat on.’
‘“Luxury” needn’t be an expensive collectible piece of furniture,’ she adds, ‘it can be a record or a piece of beautiful Venetian glass. You can keep these objects forever. They become part of the DNA of your home, and of your own personal style’.
The store builds on the success of Eagle’s first venture, The Store x Soho House Berlin, a 30,000 sq ft, multipurpose space in the German capital, conceived as a destination to work, socialise, shop and eat, from morning through to night.
Art also plays a crucial role in both spaces: like Berlin, Walton Street will host a changing programme of installations from emerging and established artists and designers that will respond to the setting of the store. Currently, British artist Annie Morris’s brightly coloured sculptures and limited edition vinyls by Dinos Chapman and Martin Creed are displayed around the space.
Walton Street might be known for its galleries and independent boutiques, but in Alex Eagle’s new space, it now has a destination that brings them all together.