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