Harrods

Harrods has just opened its latest International Designer Room 2 on the second floor with a focus that's all about the brands. The 170 sqm ultra-luxe space was designed by David Collins Studio as a place to shop for fun rather than necessity. Previously located on the lower ground floor, this Designer Room houses "unique and forward-thinking brands" with 12 dedicated boutiques for labels.

The look is very contemporary with plenty stainless steel, white-veined black marble, and leather-lined changing rooms. Two pop-up areas will feature monthly installations from big names as well as emerging labels. The pop-ups will also play host to exclusives such as November's debut of new Beats Headphones. New scent launches, watches and other tech accessories are likely to be a big feature of the spaces too, given their importance to men's sales overall.

The new area continues the luxe concept established with last year's Superbrands opening and the launch of International Designer Room 1 last February. the International Designer Room 3 will be revealed later this year with new brands. Following that, Shoes & Accessories, Luxury and Contemporary and the Designer Casuals and Outdoor departments will migrate to their new Second Floor home.

The whole project is set to complete in 2020 by when the Second Floor will be a one-stop shop for all things menswear, including personal-shopping services, tailoring and bespoke areas alongside dedicated pop-up spaces, two restaurants and a barber.