Asprey, The Jewel Of Bond Street

Asprey, the ultimate authentic British luxury lifestyle house, has opened its magnificent global flagship store, at 167 New Bond Street in London. The 20,000 sq ft of retail space - designed by Lord Foster and decorated by quintessentially British interior designer David Mlinaric - has been two years in the making, costing GBP50million in refurbishments and features a dazzling blend of the old and the new.

Actress Kiera Knightly, who is the new face of Asprey's advertising campaign, listened attentively a the re-opening as model Jacquetta Wheller recited a poem dedicated to Asprey. A brass band played in salute to the Duke of York and other royalty.

Shoppers with unlimited funds will be spoiled for choice with the finest quality of luxury goods on offer. From colourful alligator cigar cases to exquisite diamond earings and from sleek polo shirts to fine linen jackets, the high quality of product and the discretion of the name has attracted high profile clients the world over. The team of Asprey craftsmen, experts in making silver, jewellery, leathergoods, engraving and watch repairs, will be based on the top floor of the building and will allow Asprey to extend the bespoke service for which it is renowned.

The boutique, designed by Norman Foster, who's recent projects include Hong Kong's airport and Reichstag building in Berlin, was a bijou project for the architect according to the Herald Tribune. "How do you do something which is the anatomy of the brand, appropriate to the scale of London and of New Bond Street?" Foster asked. "I have a fascination with the way that different periods of time come together. You peel away layers of history and make value judgments."

The store further boasts a shooting room, a watch area and even an antique-book room, which has inspired fabric prints and stationery. Apart from the purple theme (even the fragrance is called "Purple Water"), the Asprey logo is ultra discreet, as in a minuscule print on silk neckties.