Over in the swankiest pocket of Mayfair, New Bond Street stretches like a silk ribbon through a very glossy jewellery box. Home to the fashion industry’s heaviest hitters, it’s London’s gilded artery of luxury – and Miu Miu has always pulsed at its centre. With its long-standing flagship perched on the corner of New Bond and Bruton Street, the maison has always known how to make an entrance. Now, that very store has had a head-to-toe makeover, and yesterday’s reopening had the street practically vibrating.
The new space is designed to feel intimate but not shy – a place for conversation, cultural exchange and the stylishly curious to collide. Think salon meets showroom, minus the pretension. Spanning roughly 700 square metres, it plays host to everything Miu Miu does best: ready-to-wear, handbags, shoes, leather goods, eyewear and those tiny but mighty accessories.
On the ground floor, modern minimalism gets the Miu Miu treatment. You’re greeted by industrial metal flooring – slotted together like a chic jigsaw – and signature pale blue walls punctuated by wood detailing. A bright, clean ceiling lifts the space, while bold yellow and green display counters give it a jolt of electricity. If you’re here for the Miu Miu x New Balance trainers (of course you are), there’s a dedicated shoe area that wraps around a sculptural modular sofa in soft powder blue.
Upstairs is where things get cozier and quieter. A sleek metal staircase emerges from the hardware-heavy ground floor, carrying visitors up to a softer, more residential-feeling space. Modular wooden panels line both floors and ceilings, warming everything up without feeling rustic. A continuous rail snakes elegantly along the walls, leading the way through a series of linked lounge areas – each styled with thoughtfully mismatched rugs and clusters of modern seating in unexpected shapes and palettes.
For those craving a bit of privacy, a folding door opens to a generously-sized dressing room, where wardrobes are lined with embroidered fabric and filled with the latest Miu Miu pieces. A long wooden desk and an equally long sofa anchor the space, creating a calm nucleus for trying things on or just lounging around dramatically. Opposite, there’s a secluded room for private appointments, dressed with oversized sofas and broad tables – luxury, with breathing room.
To mark the occasion, an exclusive global preview of the new Miu Miu Upcycled collection – created in collaboration with renowned costume and set designer Catherine Martin – is on show now. And last night? Miu Miu put on the party to end all parties. Miu Miu Club London 2025 kicked off at the New Bond Street store before cruising over to Koko in Camden. The one and only Little Simz not only curated the night’s energy but she’s also hit the stage herself. There were live sets, surprise performances and a DJ lineup that kept the crowd moving until very unreasonable hours. Because if you’re going to relaunch, you better make it loud.
Photography courtesy of Miu Miu.
