London location sharpens the label’s focus on home, craft, and collectible design
JW Anderson has opened a new store on Pimlico Road, situating the label within one of London’s most established design districts and reinforcing its expanding Home and Garden universe. The address—long associated with antiques, interiors, and specialist makers—signals a strategic alignment between the brand’s evolving retail direction and a customer already fluent in craft, provenance, and collecting.
The two-floor space places Home and Garden at its core, with ready-to-wear, shoes, and accessories orbiting a broader curatorial vision. Art anchors the environment from the outset: the inaugural installation features six sculptural sconces by British artist Kira Freije, whose practice spans welding and glassblowing. The works, available exclusively in-store through February, establish a cadence that blends function, process, and material trace.
This Pimlico Road opening reflects a wider re-articulation of JW Anderson under Jonathan Anderson, where fashion operates alongside objects of elevated craftsmanship. The store reads as a contemporary cabinet of curiosities, pairing curated fashion with homewares, furniture, and artisanal goods produced in collaboration with artists and makers. Emphasis is placed on traceable origins, enduring materials, and traditional skills—principles increasingly central to the label’s positioning.
Furniture and tableware extend the narrative. The assortment includes re-editions of Charles Rennie Mackintosh stools in Scottish oak, with lighting to follow, alongside works by Jason Mosseri and Mac Collins, select antiques, and ceramics from Nicholas Mosse and Wedgwood. Home and Garden accessories range from heritage gardening tools and antique French copper watering cans to bespoke collaborations, including Ernest Wright embroidery scissors and YARD O LED writing instruments. Textiles arrive through Polly Lyster’s The Dyeworks, vintage Welsh blankets, and a JW Anderson Welsh Blanket produced by historic mill Melin Tregwynt.
The store was developed with architects Sanchez Benton, continuing a design language introduced at the brand’s Soho and Milan flagships. Velvet panelling divides the space into intimate rooms, while materials emphasize warmth and tactility. A lower-ground Press and VIP Salon completes the layout, underscoring the store’s role as both retail destination and cultural touchpoint.
Location | 105–107 Pimlico Road, London SW1W 8NQ