The Browns flagship in London includes a clubhouse

What: the new Browns store in London includes a club house for its VIP customers

Why it is important:  Initially launched in 2017 as the "store of the future", Browns, owned by Farfetch, was supposed to be a full digital showcase. By introducing zones of experience and human exchange, Browns aims at being a social destination before a digital experience.

GDR UK, a retail intelligence agency based in London, released some information about the new Browns flagship in London. Browns, owned by Farfetch, opened its new four-storey store as an omnichannel retreat, merging experience and technology. The flagship includes a restaurant (specialized in zero-waste food), a courtyard, and a club house, only opened to VIP customers, where they can chat with stylists at the bar.

There is also a pop-up space, "the Focus room", to push specific brands. The whole store is equipped with "augmented retail" technology, allowing customers to have more information, pieces of advice and additional pieces proposals, through RFID and screens all across the place.

The Browns flagship in London includes a clubhouse