An innovative and immersive retail experience with a wealth of heritage

Last year was a stellar year for Asprey. Celebrating 240 years as a top British luxury lifestyle house, the heritage company opened its new flagship store at 36 Bruton Street, Mayfair in October. Simultaneously incorporating elements of inspiration from the British outdoors and a contemporary London mansion, Asprey 240 showcases its distinct collections and hero products in a cinematic, exhibition-type format that appeals to all five senses.

Once inside Asprey 240, visitors encounter far more than a repository of exquisitely made goods: this is a piece of retail stagecraft, designed to be subversive, indulging and calming; each of the rooms is like a chapter in an un-put-downable novel.

Asprey’s chairman John Rigas and Robert Storey conceived the design ideas. Storey, an alumnus of London’s Central Saint Martins, is lionised in interiors circles for his work creating ‘immersive artistic experiences’.

Asprey 240 showcases its distinct collections and hero products in a cinematic, exhibition-type format.

‘The way we’ve designed the space here is such that one minute you are in a square room, next a more rounded one,’ explains Robert. ‘We wanted to showcase the products as beautiful artefacts, unique and handmade by different craftspeople. That means displaying them in a way that feels exhibition-like, but with a strong feeling of tactility. Each room is its own world.’

Asprey 240 is where you’ll find the exquisite jewellery and silver for which it holds a Royal warrant, plus its leather goods, accessories, watches, clocks, china, crystal, games, silk and accessories. It’s also where you’ll soon discover the new Asprey Digital Studio and Asprey Upstairs, a private tearoom and champagne bar for visitors to enjoy.

Last year also saw Asprey’s exclusive collaboration with Formula 1. Connected by British heritage, innovation and craftsmanship, the collaboration celebrated both Asprey’s 240th anniversary and the revolutionary development of the F1 car for 2022. The collection includes a handcrafted sterling silver replica and sculptural models of the new 2022 car, as well as a range of collectable silver goods and silk products. Fine jewellery items such as cufflinks are set to launch later this year.

Asprey’s commitment to environmental and social governance has been of paramount importance in recent years and another successful collaboration has been with the Turquoise Mountain charity, founded by HRH The Prince of Wales in 2006, to produce a range of boxes made in Afghanistan from precious stones. The collaboration provides an exceptional platform for artisans who, despite the challenges of their environment, are still able to produce pieces of exquisite quality. The range includes hand-carved and hand-polished green nephrite, variegated green onyx, pink onyx and lapis lazuli.

The best of British design coupled with expert artistry from a talent pool of international artisans is what has always set Asprey apart as an authentic British luxury house. Now, exciting collaborations, innovative experiences and the new flagship store perfectly demonstrate its ability to reinvent itself with a pioneering spirit in the modern-day. Here’s to another 240 years.