Stories / Swaine

Swaine prays for rain in flagship store.

The contemporary rebrand of Swaine, the UK’s oldest luxury goods brand, is physically cemented with the opening of its prestigious new flagship on London’s New Bond Street.

A fixture of London’s luxury goods landscape since 1750, Swaine’s new store is a showcase for Swaine leather goods, Herbert Johnson hats and Brigg umbrellas.

The store’s ‘Rain Room’ is a striking focal point. The space is hung with Perspex column ‘icicles’ to create an abstract impression of rain and the perfect backdrop to highlight the stunning handmade umbrella range.