Mulberry flagship store

Mulberry launches its stunning Spring Summer 2011 campaign featuring the doll-like Lindsay Wixson and Nimue Smit, shot by legendary photographer Tim Walker.

Inspired by the quintessentially English novel, The Secret Garden by Frances Hodgson Burnett, the Mulberry girls can be found creating their own fables among a flurry of flowers with piglets and the brand new Tillie bag to keep them amused.

Styled by Edward Enninful, the Spring Summer look is fresh, crisp and ultra girly with peter pan collar shirts, gathered skirts, classic macs with a Mulberry twist, a-line pencil skirts and ruffled sports jackets is pastel and sorbet shades.

The beautiful, historic backdrop is Ellingham Hall, a stately home in rural Northumberland (my home county). A 17th century country house, set among the rolling hills and the rugged coastline, Ellingham Hall is perfect for dreaming up enchanted tales.

The campaign is classic Tim Walker – from the stately location to the roaming cuddly creatures, pastel shades and hazy light streaming from the windows.

While Mulberry continues in a catwalk-led direction, making the brand a serious luxury goods contender, it has stayed true to its British heritage and celebrates it.

Read Chérie City’s report on Mulberry’s recently opened New Bond Street flagship store…

Are you loving Mulberry’s pastel ‘secret garden’ campaign? Is Tim Walker one of your favourite photographers?

Mulberry has moved a few doors down into a grand new residence on New Bond Street and I was invited to the launch of its splendid new flagship store.

The bright, luxurious open-plan space is considered down to the most minute detail and offers a modern, efficient shopping experience while referencing the brand’s rural Somerset tradition.

Mulberry’s new collection, statement bags take pride of place at the front of the store and womenswear runs along one side towards the back of the store and conveniently, the super deluxe fitting rooms.

To bring different moods to the store, Mulberry has installed separate rooms, featuring different style aspects of the brand.

The shoes salon occupies the centre of the store and is separated by a cylindrical oak timber folly that gives it a more intimate, private feel.

There is also a room for Mulberry’s classic heritage pieces that make up the core of the brand. Small leather goods are presented in glass cases and even the shelves are lined and stitched with exquisite nude leather.

Mulberry has also taken measures to make the store environmentally aware. For instance, the exposed brick walls (referencing Mulberry’s rural Somerset workshops) help to keep in the heat in winter and provide coolness during the summer.

Similarly, there are light boxes installed in the ceiling to provide natural light and save on energy.

Set into the floor and scattered around the store are individual brass discs by British artist Jonathan Ellery, who was commissioned by Mulberry to create this piece for the flagship store.

Mulberry pays tribute to British artists throughout the store with unique art installations including a huge inflatable gold Bayswater in the window and wave seating in the fitting rooms by renowned artist Rachel Whiteread.

The Mulberry flagship store is the most perfect shopping experience, as with every possible style imaginable on one floor, you can really discover the whole brand before investing in a Mulberry bag or accessory.

Look out for the most incredible sequin and grosgrain ribbon brooches and embellished necklaces…Mulberry jewellery is top of my Christmas wishlist!

Mulberry London flagship store is now open at 50 New Bond Street, London W1S 1BJ.

Tim Walker Shoots Mulberry SS 11 Campaign

Mulberry New Bond Street Flagship Store Opening