Luxury goods brand Swaine has opened its largest store on New Bond Street, marking its most significant rebrand in 273 years. The new flagship store, spanning 7,000 square feet, boasts a ground floor and mezzanine level, showcasing Swaine’s extensive range of men’s and women’s leather goods and luggage, Herbert Johnson hats, and Brigg umbrellas. The 19th-century building is designed by architectural firms Malherbe Paris and Atelier Architecture and Design, with a “Rain Room” displaying Swaine’s handmade umbrella range. The store also includes a museum chronicling the brand’s rich history and dedicated areas for bespoke services and private appointments.

In celebration of the store opening, Swaine collaborated with B_RD on a window concept inspired by surrealist artist Magritte. The window display features a large cloud print graphic, classic surrealist characters printed directly on acrylic suspended through the space, and an oversized suitcase prop with Swaine newspapers flying up through the windows. The concept aims to catch the attention of passersby and showcase Swaine’s unique brand identity.


Swaine has been a fixture of London’s high-end retail landscape since 1750, making it one of the oldest luxury brands in the world. The brand has built a reputation for quality craftsmanship and exceptional design, and its flagship store is the latest expression of its rich heritage. With a focus on leather goods and accessories, the store is a testament to the enduring appeal of traditional craftsmanship and the enduring allure of luxury goods.

The attention to detail and focus on quality are evident in every aspect of the store, from the carefully crafted leather products to the beautifully designed window displays. The surrealism-inspired concept created by B_RD adds a touch of whimsy to the store’s already distinctive identity, encouraging visitors to engage with the brand and its heritage. The window display is a reflection of the brand’s commitment to creating exceptional products that are as unique and individual as its customers.

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