Aquascutum Relaunches London Flagship

Aquascutum has relaunched its flagship store at 100 Regent Street, London. In keeping with the fashion brand's status as a modern British classic, the new House of Aquascutum combines the best of traditional and contemporary design. The opening follows a ten month partnership between Fitch and Aquascutum, with the designer echoing the brand's use of quality materials, integrity and authentic yet modern style in the store.

One of the most eye-catching features of the redesign is the opening up of the central staircase from top to ground floor. A hand-made crystal chandelier now fills the space, sending sparkles of light cascading down the height of the store.

The ground floor is mainly devoted to the women's ready to wear ranges. This area has a boutique feel, with changing rooms that are luxurious in size and opulent in design, including a special seating area for contemplation and consultation. There is also a ladies Raincoat Room - a circular glass and classically panelled room devoted to Aquascutum's signature item. A matching men's Raincoat Room is located on the first floor.

The first floor houses the men's tailoring, mix-and-match suiting, and shirt and tie rooms. A newly created Regent Room provides a relaxing, invitation-only club room for special guests. Alongside this, the Archive Room showcases Aquascutum's extensive library of artefacts and items of interest from its 150 year history.

The top floor will house the men's casual collection, everything for the British young man about town. The store originally opened in 1890, relocating from 46-48 Regent Street where Aquascutum was founded in 1851. It was rebuilt in 1927 and extended again in 1959. During the 1960s the store doubled in size as Aquascutum's reputation grew internationally.