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Nanushka’s new Mayfair quarters

Living above the shop has never been so tempting, thanks to Nanushka’s new Mayfair pied-à-terre

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With luxury consumers now so attuned to online shopping and virtual fitting rooms, brands need to find a way to draw them back to a bricks-and-mortar boutique. One answer is to create a retail environmen­t that’s less shop, more social hangout spot: a place to relax without the pressure of making a swift purchase. But what if, once you’d had your retail hit, you could stay on for a night or even a whole weekend? That’s exactly what the Hungarian label Nanushka is offering with its three-storey townhouse in Mayfair, which comes with a top floor you can book for the most sophistica­ted of sleepovers.

‘We wanted to create a retail space which felt like a hotel or home,’ explains Nanushka CEO Peter Baldaszti of the pared-back space, complete with café and indoor garden. Here, original 19th-century features are juxtaposed with midcentury furniture courtesy of fellow Hungarians Paul László and Marcel Breuer.

The Paris-based studio Festen was a natural bedfellow for the project. The indemand interior designers have racked up an impressive portfolio of hospitalit­y projects, including the revamp of Splendido Mare, a Belmond Hotel in Portofino (see W*265). Nanushka first worked with its co-founders Hugo Sauzay and Charlotte de Tonnac on the design of its 2019 New York boutique, the brand’s first store outside Hungary. ‘Festen Architectu­re know how to create a whole universe from their spaces, says Baldaszti. ‘They were the only people on my list.’

The apartment has a more intimate atmosphere than the store’s majestic rooms below, thanks in part to its warm furnishing­s. There’s a 1970s sway to the interior design, with rich oak cabinets concealing a sleek stainless steel kitchen. ‘You almost forget there is a store below,’ says Sauzay. ‘Hosting a dinner for friends here, you’d feel like you owned the place.’ The apartment will also double up as an events space for exhibition­s, artist residencie­s and talks. ‘Our community can just enjoy the space,’ says Baldaszti. ‘The future of retail isn’t just transactio­nal.’ *

The apartment at 30 Bruton St will be available to book via Nanushka’s website from September 2021, nanushka.com; festenarch­itecture.com

 ??  ?? This picture, the dining room, with bespoke oak tables and ‘Cesca’ chairs by Marcel Breuer for Knoll Below, custom-designed armchairs on the shop’s second floor
This picture, the dining room, with bespoke oak tables and ‘Cesca’ chairs by Marcel Breuer for Knoll Below, custom-designed armchairs on the shop’s second floor
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