The luxury lifestyle brand has established a permanent London presence close to Harrods, using natural materials, warm textures and a neutral palette across its new Knightsbridge flagship.
Aurélien has opened a new 3,200 sq ft flagship at 59 Brompton Road in Knightsbridge, extending its physical retail presence with a permanent London store in one of the capital’s principal luxury shopping districts.
The new Aurélien boutique is located moments from Harrods, with the opening at 59 Brompton Road forming part of the brand’s continued international expansion. The store brings its apparel, footwear and accessories together within a dedicated London setting, complementing its existing retail locations.
A 3,200 Sq Ft Setting for the Collection
The store presents Aurélien’s collections across outerwear, knitwear, footwear and accessories. Its interior has been developed around the brand’s emphasis on quality, comfort and understated detailing, using natural materials and warm textures throughout the space.
Imagery supplied with the opening shows a predominantly neutral interior palette, with light-toned wall finishes, timber-toned flooring, rounded display furniture, upholstered seating and warm metallic detailing. A staircase forms a prominent architectural element within the store, while freestanding tables and perimeter displays are used to present footwear, clothing and accessories.
The exterior follows the same restrained colour treatment, with a pale façade and Aurélien branding positioned above the Brompton Road entrance.
The material and spatial approach is intended to create a consistent setting across the different product categories while reflecting the broader visual language associated with the brand.
“London has always felt like a natural next chapter for our brand, fully in line with the vision and ambitions that continue to shape our company. We have always felt strongly drawn to the city, which is globally recognised as one of the world’s leading fashion capitals.
Knightsbridge attracts a diverse international audience with a deep appreciation for craftsmanship, understated luxury, and timeless design. The opening of our new Flagship Store in this area marks an important milestone for Aurélien and represents a significant step in our continued global expansion, while remaining true to the values and atmosphere that we consider essential to the brand.”
Xander Bieckmann, Retail Developer at Aurélien
European Craftsmanship and “Smart Luxury”
Aurélien positions its wider lifestyle offer around the philosophy of joie-de-vivre and draws on coastal influences alongside European craftsmanship. Its collections focus on timeless silhouettes, natural materials and detailed finishes.
The brand uses the term “Smart Luxury” to describe its approach to combining product quality and understated design with its pricing position. Its garments and footwear are produced in Italy and elsewhere in Europe, bringing together artisanal production methods and contemporary functionality.
The Knightsbridge flagship is located at 59 Brompton Road, London SW3 1DP.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
