Browns' new boutique in London looks to the future

The new 39 Brook Street address is within a Grade II* listed Georgian townhouse, a two-minute walk from Browns' original shop on South Molton Street. The move puts Browns further from the frenzied shopping of Oxford Street and nearer to the moneyed clientele of New Bond Street, which Browns hopes to woo.

The store is the newest manifestation of Farfetch's Store of the Future, which blends digital and physical experiences. Using the Browns app in-store mode, you can share your wish list with staff, so they know what you're interested in. In the dressing rooms, there are interactive mirrors that display the items in your wishlist, showing how the pieces have been styled, available sizes and other complementary products. Instead of ringing up items at a till, you'll receive a click-to-buy link so you can check out in-store, or at a later time and have the goods delivered to your home. You can also virtually try on watches and sneakers using the app, either in-store or at home.

The store, designed with Dimorestudio, features marble fireplaces, Flemish art and chintzy wallpaper contrasting with "contemporary" materials such as aluminium, stripped wood and fluorescent lights. One of the key parts of the store is the space for personal shopping and Browns' top spenders. The top floor is dedicated to serving these clients, with three private suites decked out in crushed velvet, a dining area and a beauty parlour. Browns is willing to encourage customers to hang out, rather than just shop.

Browns' new boutique in London looks to the future