Asprey, the renowned luxury lifestyle brand known for its exquisite jewelry, is expanding its presence in London with the opening of a second boutique. This new boutique will be located within The Peninsula London hotel, a prestigious establishment situated on Hyde Park Corner. Spanning over 2,293 square feet of retail space, the boutique will occupy a corner window position, offering stunning views of Hyde Park Corner. The design of the boutique, created by Storey Studio, will follow the principles and soft color palette of Asprey’s flagship store on Bruton Street in Mayfair, seamlessly blending with the hotel’s “Best of British” theme.
The primary aim of the new Asprey boutique is to provide customers with an immersive and experiential space that goes beyond the traditional retail environment. The design concept revolves around a contemporary mansion setting adorned in soft purple and pistachio hues. Asprey products will be displayed on deconstructed architectural elements and glass displays, creating a visually captivating experience for visitors. The layout of the boutique will take customers on a linear journey of shifting tones, enabling them to explore and appreciate the intricate artifacts in a minimal and abstracted setting.
True to Asprey’s commitment to offering a comprehensive range of luxury goods, the new boutique will showcase the brand’s full collection, including jewelry, leather goods, silverware, crystal, china, and bespoke items. A special emphasis will be placed on the Imperial Jadeite collection in jewelry, with new and exclusive pieces introduced specifically for The Peninsula London. This collection pays homage to the Asian origins of the hotel group and underscores the deep connection between Asprey and the hotel concept.
Beyond its retail space, the Asprey boutique at The Peninsula London will also provide unique products, special gifts, and in-room services exclusive to hotel guests. This collaboration between Asprey and The Peninsula London is a fitting partnership, as both brands share a mutual dedication to excellence, bespoke service, and fostering creativity and innovation.
John Rigas, Chairman of Asprey, expressed his enthusiasm for the collaboration, stating, “When The Peninsula London team approached us, accepting the invitation was a natural decision. The hotel’s ‘Best of British’ artistry guiding thread aligns perfectly with our values. Both brands are united in their pursuit of excellence, commitment to bespoke service, and support for creativity, innovation, and providing a truly unique experience.”
The opening of the new Asprey boutique at The Peninsula London is poised to elevate the luxury retail landscape in the heart of London. Boasting a prime location, breathtaking design, and a curated selection of products, the boutique promises to become an essential destination for both locals and international visitors in search of the epitome of British luxury.
To learn more about Asprey and The Peninsula London, visit their respective websites: Asprey and The Peninsula London.
