Jasper Conran's New London Flagship

Jasper Conran's new store in Central London is a luxury Georgian townhouse that has all the grandeur of a stately home, rather than being 'just another' shop. His clothing empire, which now includes menswear, womenswear and childrenswear, is showcased amongst the original features of the townhouse, which, according to sources, was repainted nine times to get 'the perfect shade of grey.'

Conran, whose empire now also includes accessories, lingerie, homewares, as well as a diffusion range for Debenhams, has captured the perfect environment for his delectable collections. Upon entering the store, the first thing you notice is the excess of light. The neutrality of the colours and original features have allowed the product on display to be shown in their natural habitat, rather than showcasing it on a plethora of rails or Ikea-type shelves.

For instance, the dining room is set like a dining room; with Conran's porcelain Wedgwood collection and other homeware delectables on display, and the bedroom looks like any other well-dressed boudoir. The idea was to create a living space, rather than a shop filled solely with merchandise. Paul Smith has created a similar atmosphere with his flagship store in Notting Hill.

But for all its simplicities, Conran has always preferred a high-tech approach to service. The in-store database regularly updates his client's preferences - allowing new product to be delivered straight to your door. And instead of being followed by target-driven sales assistants, there are service buttons put in place throughout the store which transmit a signal to the nearest member of staff, when needed.

Best of all is the roof terrace. Perfect for afternoon tea in summer, when the weather permits. Jasper Conran, 36 Sackville Street, London W1 (020 7292 9080).