Iconic American Luxury Brand Ralph Lauren opens its doors to its first Polo Ralph Lauren flagship, in London. This emporium will be housed in the historic and prominent site at the corner of New Burlington Street in the heart of the capital’s shopping district. The 17,561 square-foot Regent Street store spans three floors and it is the brand’s first Polo Ralph Lauren flagship store in Europe which will feature the full breadth of product for women, men and children.
One of the points which interested ourselves the most is housed on the lower ground floor and has something of the Willy Wonkas about it. The Polo Custom Shop encourages consumers to put their personal touches on iconic Polo-brand items for the entire family, including navy blazers, oxford shirts, caps and Polo shirts.
The concept features hundreds of customised combinations, with shoppers choosing their own colours for fabrics, embroideries and monogramming. New artwork for the Custom Shop includes adaptations of the iconic Polo pony, national flags from around the world, Polo bears and several breeds of dogs.
The Polo Custom shop will be offered as both a digital and in-store experience, where customers will see customised products come to life as oversized 3-D projections and then personalised on-site.
Celebrating the launch at this heritage-rich location, The Polo Custom Shop will offer iconography that pays homage to British culture, including Polo bears inspired by English traditions and sporting life, an English bulldog and a Corgi, honoring Buckingham Palace’s most famous resident.
There also will be a dedicated shop-in-shop within RalphLauren.com, which will offer updated and expanded assortments according to the season.
Lauren says of his latest project, “The English way of life has always inspired me. Their style has an ease that blends the most modern innovation with an innate appreciation for tradition. London is the perfect city to showcase to Europe the energetic personality of Polo and the fine details of its craftsmanship.”