Cult jewellery brand Astrid & Miyu opens the doors to a brand new concept store; House of A&M, the first global flagship for the brand. Based in London’s iconic Carnaby Street location, the new store will be a premium retail experience, cementing the brand’s ethos to create playgrounds for jewellery lovers.
Set in 1900sq ft across two floors, House of A&M will spotlight their much-loved services offering, with an impressive three welding stations for bracelets and anklets, as well as three studios for piercing and fine-line tattoos. The experiential retail space will house exclusive House of A&M product, alongside seasonal and core collections throughout the store. An innovative purchasing process for shoppers is in place, whereby consumers will order via store staff and be directed to the A&M Kiosk upstairs to collect their beautifully packaged pieces.
The store will also be home to a first-of-its-kind A&M Café, located on the upper floor with comfortable seating designed for customers to relax and unwind. The Café will feature a bespoke matcha menu, offering insta-friendly options such as Sparkling Strawberry Matcha and Cold Foam Matcha Lattes, encouraging shoppers to hang-out, meet with friends and take a break.
The space, designed by Seen Studios, will also feature unique design elements such as a 1.3m diameter frosted dome, containing a kinetic mobile of LEDs and other lighting elements to create an abstract 3D orb, a focal point on the store’s ground floor and visible from the shop windows outside. The entire store has been designed with Astrid & Miyu’s iconic brand colours in mind, bringing together their soft pinks and neutrals with eye-catching lighting and reflective surfaces.
Connie Nam, Astrid & Miyu’s founder, commented: “We’re so excited to be opening our first ever global flagship store in one of London’s most loved shopping destinations. Our ongoing investment into experiential physical retail and where we have focused on revolutionising the jewellery experience has become a trademark for us as a brand, so to bring this immersive A&M experience to our largest, 2-level store, feels like a natural next step. House of A&M is the ultimate jewellery lover’s playground and will offer the ‘best in class’ of A&M, taking our core pillars of creativity, community and education and combining them in a space designed to capture imaginations, create a sense of awe and where people can really feel welcomed and connected as part of one A&M community.”
House of A&M will open to the public on Saturday 17th August at 10am, based at 5-7 Foubert’s Place, London, W1F 7PY.
