JW Anderson opens new London store on Pimlico Road

If anyone thought the JW Anderson label would take something of back seat after Jonathan Anderson landed the creative chief’s role at Dior, they couldn’t have been more wrong. And the latest development at the weekend showed JWA is still very much front of mind for Anderson.

The company opened a Pimlico Road store, in a part of London known for its antique stores, design boutiques and homewares specialists. It said the new store “naturally aligns with the brand’s growing Home and Garden collection”.

Each of the label’s locations “absorbs and reflects its surroundings” and for this one, “within an environment of timeless design, Home and Garden sits at the heart of the store, accompanied by a selection of Ready to Wear, Shoes and Accessories”. 

There’s also an emphasis on art. The inaugural art installation presents six sculptural sconces by British artist Kira Freije. Drawing from welding, glassblowing and other craft processes. The works will be available exclusively in-store until February. Meanwhile ready-to-Wear from the latest collection “including pieces rooted in local craftsmanship, are shown alongside collaborative objects by international artisans”.

We’re told that “curating is an utterly personal passion, which Jonathan Anderson now channels into a re-articulated JW Anderson”.

As with the brand’s Soho and Milan flagships, the store concept has been developed by architects Sanchez Benton. Spanning two floors, its layout is “shaped by velvet panelling that creates intimate, distinct rooms”. And as well as the main retail area, the lower ground floor houses a dedicated Press and VIP Salon, “offering a private environment”.

The opening comes hot on the heels of the brand’s Miami pop-up that opened during the city’s Art Week in partnership with luxury retailer The Webster, running until 15 December.