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BRAND / Press / NEW STORE OPENING IN LONDON

NEW STORE OPENING IN LONDON

Herno opens its doors in London.
As usual Herno has chosen a prestigious location: the famous Old Bond Street. Once home to art galleries, it’s now the location of choice for the world’s most renowned brands.

The new flagship store covers 300sqm over four levels within an elegant Art Nouveau building.  All the signature elements of the brand are harmoniously blended, respecting the architecture of the space, in line with the Company’s philosophy.

At the entrance there is a vertical green wall leading to an impressive crystal table featuring flowing images of the namesake Erno river, underlying the strong bond between Herno and the area around Lake Maggiore where the Company is based.
The collections are traditionally displayed on exclusive steel beam fixtures combined with iconic metal hooks and leather straps.
The ground floor houses high-lights from the men’s and women’s collections.

The first floor houses the rest of the women’s collection and an adjacent Library area – a signature element in all Herno spaces.  Crafted from beechwood, the shelves hold images and mementos that tell the history of the company.  A fireplace and a couple of sofas complete the feeling of a living room area.  A carved wooden arch visually divides the space into two, where Herno Kids is displayed.

The second floor features the men’s collections with a staircase leading to the top floor. On this floor the layout becomes black and the walls are embellished by aged wooden shutters which recalls the traditional craftsmanship. This is the entrance to the world of Laminar: Sartorial Engineering for men and Couture Engineering for women.  Here, the jackets are displayed on steel beam fixtures covered in a carbon fibre pattern which speaks of the advanced technology of these outerwear pieces and are displayed on ropes and hooks with an alpine feeling.
In a small alcove hangs an avant-garde bookcase composed of metal cables and steel shelves showcasing the collection’s accessories.