Browns East

First came MatchesFashion.com’s billion-dollar valuation, and now Browns Fashion is on the march, too. Today, the boutique, founded by Joan Burstein and her husband in 1970, announces the opening of Browns East, their first new brick-and-mortar store for 20 years. Set in a former print factory in Shoreditch, the new store is the first iteration of their Browns Nomad model, which looks to create semi-permanent retail destinations as a response to the everlasting popularity of pop-ups. A gender-neutral space, the store has been carved up into various zones, each with a different tone and purpose. The Table will be where Q&As, workshops and other customer events take place, while The Focus will be a curated edit of current obsessions, and there’s even a Gallery featuring a selection of artwork. The real pièce de résistance, though, comes via The Immersive Experience, which will host a schedule of mad and slightly wacky takeovers. First up are BeBox, who will be “combining guided dynamic meditations with progressive light and sound technology”.

Browns East, 21 Club Row, London E2 7EY (020 7729 2666); @brownsfashion

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