London’s New Miu Miu Retailer Has Industrial, Classic and Literary Aptitude

LONDON — Miu Miu’s newly refurbished retailer on New Bond Road is a mix of literary salon, indie cinema and Mayfair personal members’ membership, adorned in Lake Como silks and a palette of pale blue, pistachio, and acid yellow.

The brand new idea, which debuted right here this week, is centered on “cultural trade, group, and dialog,” and spotlights the model’s clothes and niknaks collections and up to date collaborations.

Upstairs within the salon a part of the shop, there are items — together with a cream sheer lace slipdress — from the brand new Miu Miu Upcycled assortment, created in collaboration with costume-, production- and set-designer Catherine Martin.

Martin’s first movie quick, “Grande Envie,” is projected onto a wall close by (above the stainless-steel staircase), whereas nonetheless photographs from the Upcycled marketing campaign adorn the partitions.

Massive blond walnut tables are impressed by desks historically utilized in literary salons and libraries, ultimate for the Miu Miu gal, a e-book and movie lover who lives for dialogue, evaluation and the right pair of napa leather-based loafers.

The bottom ground has a extra industrial really feel with a studded steel ground, double-height ceilings, and extra locations to sit down, hang around and make dialog. There are stools by the jewellery bar and the pockets bar and a complete separate space devoted to footwear and lounging.

For many who favor to wander fairly than sit, the home windows are double-height, permitting for people-watching on the busy nook of New Bond and Bruton streets.

Even the skin of the 7,500-square-foot retailer is totally different. The darkish marble facade is out, and a softer, white stone has changed it. A chrome Miu Miu brand is lit up like a beacon.

“This retailer is fully distinctive in its idea and execution. The main focus has been on creating one thing particularly tailor-made to London, each in spirit and in environment,” mentioned a spokesperson for the model. 

The opening is large for Miu Miu, and its guardian Prada Group, in so some ways.

The shop first opened in 2010. It had been shut for refurbishment since March and the official reopening this week is a part of a wider retail growth plan. Prada Group is concentrating on 10 to fifteen % sq. footage development for Miu Miu within the present fiscal yr.  

This London Miu Miu is much more particular. As reported, Prada Holding, which manages the corporate’s industrial and actual property investments, agreed to buy the complete six-floor constructing at 150 New Bond for an estimated 250 million kilos.

Sources mentioned the deal is about to shut later this month.

Prada, which is shopping for the constructing from the worldwide funding supervisor M&G, is the most recent luxurious group to make a big-ticket funding on New Bond Road.

LVMH Moët Hennessy Louis Vuitton, Kering, Swatch, Richemont and Chanel have all been shopping for properties on the road, each as an actual property funding and as a method of securing area for his or her manufacturers.

In response to Cushman & Wakefield’s newest “Important Streets Throughout the World” report, New Bond Road is the third most costly procuring road on this planet, after By way of Montenapoleone in Milan and higher Fifth Avenue in Manhattan.

In 2024, rents have been round $1,762 a sq. foot yearly, 13 % larger than in 2023. Miu Miu’s neighbors embrace Balenciaga, Hermès, Burberry and Roberto Cavalli.

Miu Miu goes large on VVIP experiences within the new retailer. Even earlier than the official opening, the crew was entertaining large spenders upstairs, the place the texture is part-salon, part-bourgeois boudoir, part-gallery area within the spirit of Fondazione Prada in Milan. 

The Prada spokesperson described the ground as “an area for sharing and dialog, a form of modern salon. The thought of the ‘front room’ as a spot of gathering knowledgeable the design, the place clusters of seating create fluid, intimate environments that encourage dialogue and trade.

“It displays Miu Miu’s ongoing exploration of group and tradition, providing a heat and welcoming setting that feels each private and considerate,” the spokesperson added.

An additional-long couch traces a mirrored wall, whereas classic furnishings sourced from prime antiques sellers — and totally restored — has been dotted across the area.

The flooring are finished in chestnut-toned wooden, with acid inexperienced carpets produced from bamboo silk, whereas the VVIP suite has its personal personal sitting room.

There, cupboard doorways have been lined with jacquard floral materials — in lavender, pistachio and inexperienced — all sourced from Prada Group’s archive. The fil coupé textiles have been made by a long-standing Prada provider primarily based close to Lake Como.

On that ground, however out of view, there may be additionally an industrial kitchen with a full-time chef serving up gelato, biscuits, espresso, bubbly and different treats. Food and drinks aren’t an excessive amount of of a stretch for Prada, which additionally owns Marchesi on close by Mount Road, and operates the pistachio-tinged Prada Caffè at Harrods.  

Pre-opening, the VVIP crew was serving up these treats to prospects craving Miuccia Prada’s designs, in addition to her Milanese hospitality.

The shop’s vital refurbishment displays the runaway success of Miu Miu, which accounts for one-third of Prada Group’s gross sales and has been a significant driver behind general development up to now few years.

Within the first three months of fiscal 2025, Miu Miu’s retail gross sales rose 60 %, following an 84 % uptick within the fourth quarter of 2024. The surge at Miu Miu fueled Prada Group’s general income rise of 13 % to 1.34 billion euros within the quarter.

Leather-based items remained the fastest-growing class at Miu Miu, supported by the spring 2025 marketing campaign celebrating the model’s signature Matelassé line.

Bernstein’s Luca Solca described Miu Miu’s first-quarter efficiency as “exceptional,” and mentioned in a separate report that the model stays “a heavyweight” in China, one in every of its largest markets.

Solca expects Miu Miu’s momentum to persist within the near-term, arguing that it has “captured the season’s zeitgeist; has the full-time focus of a extremely influential artistic director in Miuccia Prada, and has crafted and styled compelling communication campaigns which have resonated with international shoppers.”

Solca is barely involved in regards to the medium-term, and believes that rising Miu Miu past 2 billion to three billion euros in income shall be difficult for a variety of causes. He mentioned the “medium-to-long time period train” of embedding the newly acquired Versace into the group will possible unfold administration skinny.

Prada seems to be prepared for the Miu Miu problem, putting in a brand new chief government officer, Silvia Onofri, in February. Onofri, who previously helmed Napapijri and has labored for Bally and Bulgari, succeeded Benedetta Petruzzo, who left the Italian model to affix Dior as managing director.

Miu Miu is planning to have a good time the new Bond Road opening on Thursday with a night at Koko, the music venue in Camden City that shall be was the Miu Miu Membership London 2025.

The occasion shall be curated by British musician Little Simz, who will play stay. There may even be specifically commissioned performances and DJ units happening all through the night time.