Shaftesbury has announced that Away, the New York-based lifestyle brand that designs thoughtful objects to make travelling more seamless, has selected Seven Dials as home to its first permanent international store, opening on 28 August.
The 3,000sq ft store, located at 9 Earlham Street, will showcase the brand’s complete line of luggage and travel accessories, crafted from premium materials and designed with thoughtful features. The store will also offer visitors a curated selection of other travel-sized products.
London-based designers and artists were brought in to re-imagine Away’s established and minimalistic aesthetic for the Seven Dials store interior, drawn from local architecture and style. The store’s layout was designed to guide visitors as they build and customize their personal travel uniform, such as pairing a suitcase with a personal item or accessories, adding Away’s signature leather stickers, or hand-painted monogram, so the experience is equal parts discovery and self-direction—just like travel should be.
Commenting on the news, Sam Bain-Mollison, head of retail at Shaftesbury, said: “We are thrilled to have secured Away’s first UK flagship store at Seven Dials. The brands innovative and premium products will complement the retail line up and grow the appeal of this emerging luxury market within a central London location. This type of exciting international brand will add to the shopping experience and Away will be a great fit for the high number of visitors and global travellers that shop at Seven Dials.”
Jen Rubio, co-founder and chief brand officer, at Away added: “We’re thrilled to open our first UK store at Seven Dials alongside so many other iconic brands. We view our stores as much more than a place to just sell products, but as a hub to bring together a community of people who love to travel as much as we do, and to inspire them to plan their next trip. London is an incredible city that draws people from all over the world, so I’m thrilled to deepen our roots in this vibrant and global location.”
The opening of Away’s storefront in Seven Dials follows the news that men’s fashion brand Farah will be relocating and upsizing to 3 Earlham Street later in the year. Shaftesbury has completed recent works to this road to considerably enhance shop fronts, improve road surfaces, and widen pavements, creating a more accessible and modern location for retailers and restaurants. Away joins the recently launched UK debut flagship store for Dutch eyewear brand, Ace & Tate.