Next in Retail: Browns Brook Street

At a time when no one could see a future for brick and mortar retail, Browns is betting on connected mirrors, high-touch services, and more interactive spaces for consumers to play.

The new London store reimagines an 18th-century factory with four floors of fashion, accessories, homeware, fragrances, fine jewelry, and watches. There is also a restaurant by Native, an outdoor courtyard, a dedicated area for makeup and styling, and a room with constantly rotating experiences to engage the community.

Using the Browns app in-store mode, you can share your wish list with staff, so they know what you’re interested in buying or can recommend other products. In the dressing rooms, there are interactive mirrors that display the items in your wishlist, styling options, available sizes, and other complementary products.

It’s nice to see entertainment and discovery back at the forefront in ways that harness the best in digital and physical retail.