London’s Soho district houses a JW Anderson Store again. The luxury label of the designer Jonathan Anderson has reopened its sales area in the area. This marks you, as it describes it itself, “important milestone on the way of rebranding”.
The interior is inspired by the Shaker movement, a religious community of the 18th century in the USA that lived in municipalities. In addition to the design of the store, the movement is also reflected in the furniture of the Resort 2026 collection.
The reopening coincides with a collaboration between JW Anderson, Wedgwood and the estate of Lucie Rie, a British ceramic. The trio worked on a collection of dishes and other accessories that relate to historical designs. This includes, for example, cups that are inspired by Greek cups from the fifth century from Anderson’s personal collection.
The joint collection will be available in selected JW Anderson Stores worldwide as well as in the branches at Harrods and Selfridges and on the e-commerce website.
Both the store and the homeware cooperation are based on the ongoing rebranding of JW Anderson, which began at the beginning of the year. Anderson doubled the lifestyle aspect of his label. The brand focuses on “objects of high -quality craftsmanship”, with curated fashion collections in addition to household goods and handicrafts.
This relocation is also becoming increasingly clear in JW Anderson’s store portfolio. This applies in particular to the location on the London Pimlico Road, which has been expanded to a starting point for interior design: inside and antique buyers: inside. According to The Cut, new branches in New York, Paris and Japan are also planned.
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