LONDON, 14 September 2026 – Browns, the iconic luxury retailer, announces a new creative experience in partnership with design platform SEEDS: THE HOUSE. Set within Browns’ historic London townhouse, the immersive project brings together fashion, collectible design, and architecture across a series of thoughtfully curated spaces.
Designed around the rituals of contemporary living, the experience transforms the townhouse into an inhabited environment, a space to arrive, entertain, dress, gather, and retreat. Collectible furniture, lighting, mirrors, and objects sit alongside Browns’ fashion, fine jewellery, and accessories. Rather than existing as isolated gallery pieces, the design works function as architectural interventions and focal points to live alongside.
Timed to coincide with London’s autumn cultural calendar, from London Design Festival, London Fashion Week, Frieze, and PAD, THE HOUSE reinforces Browns’ long-standing commitment to creating unexpected cultural experiences and bringing together the worlds of fashion, design and art.
Rachel Costa, Browns’ Managing Director, said: “THE HOUSE is a true statement of our continuous push of the boundaries of modern luxury retail. We are offering our community an unexpected and truly immersive experience that celebrates how creative disciplines like fashion, design and architecture coexist in our everyday lives.”
Featured Design Collaborations:
YONT: Berlin-based YONT, founded by Serdar Ayvaz and Coşan Karadeniz, works across furniture, interiors and scenography. Rooted in architecture, the studio approaches design through material experimentation, atmosphere and a dialogue between digital processes and physical making. Its work has a particularly strong relationship with music and club culture, with projects encompassing sculptural DJ booths, listening stations and furniture. YONT’s objects blur the boundaries between furniture, sculpture and sound, combining functional purpose with a distinctive material and architectural presence. For THE HOUSE, YONT presents a sculptural DJ booth, transforming the principal room into a space for music, gathering and entertainment.
James Shaw: London-based designer and maker James Shaw explores materials through an experimental, hands-on practice, questioning conventional approaches to how objects are made and the resources from which they are produced. He is particularly known for transforming waste plastics using tools and processes developed within his studio, including his distinctive Plastic Baroque works. Shaw's work is held in permanent collections including MoMA, the V&A, Design Museum Gent and the Museum of London. For THE HOUSE, Shaw creates a convivial arrangement of bar and stools, accompanied by mirrors and vessels, bringing his characteristic combination of colour, material experimentation and playfulness into the domestic setting.
Studio Stanley: a Los Angeles-based artistic practice founded by George Stanley McGraw, working with light, electricity and material. Its electrified objects combine hand-bent glass and neon with materials including terracotta, acrylic, aluminium and chrome, occupying a space between sculpture and lighting. Drawing on McGraw’s fifteen years working in water and energy infrastructure, the studio explores power as both a physical force and a visible system, using light to soften hard materials, make industrial components feel sensual and turn electricity into an intimate physical experience. For THE HOUSE, Studio Stanley introduces a neon light sculpture into the townhouse, using colour and illumination as an intervention within its historic architecture.
ABOUT BROWNS
Browns is known as the iconic luxury fashion boutique in London where customers can immerse themselves in the curated world of fashion, fine jewellery, plant-based food and culture within the heart of Mayfair. The ultimate luxury destination, the Flagship boutique is housed within a Grade II* listed building at 39 Brook Street, which has been preserved and modernised to provide the perfect canvas to showcase our historical and contemporary legacy.
For press inquiries: press@brownsfashion.com