Liberty London: A Place of Fashion and History
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Today, I take you to one of my favorite spots in the English capital. Between woodwork and floral fabrics, Liberty London is much more than just a department store. It’s a place where time stands still and where fashion and history come together as one. This labyrinth of inspirations has established itself, over the course of 150 years, as an exceptional venue for brands and designers to showcase their work. Join us in discovering this fascinating place!
How did ships transform into a department store?
Just a stone’s throw from the hustle and bustle of Regent Street and Carnaby Street, lies a architectural gem that has nothing to envy from the crown jewels. Its long half-timbered façade, antique clock, and bridge invite us to travel back in time, in a most enchanting place, between Tudor style and carved woodwork. But did you know that this building is brimming with many secrets, including the fact that it was partially built using wood from two English ships?
Featuring an exceptional façade, Liberty London continues to amaze us once we step inside. After a charming florist corner, the double doors swing open to a fascinating world.
Before us stands a majestic hall, revealing a glass roof surrounded by six floors, constructed in walkways and forming three atriums, along with small rooms. Parquet floors, walls, beams, and stairs come to life in a dark and warm wood, crafted in the Tudor style of the time and featuring numerous details. Among sculpted animals, imposing fireplaces, and chandeliers, the place is simply sumptuous and provides a unique setting for the creators showcased there.
The story of this wonderful place dates back to 1924. Following the success of its first address, opened in 1875 on Regent Street, Arthur Liberty decided to open a second, larger store on the perpendicular street, Great Marlborough Street.
While brands nowadays use the term “flagship” as a metaphor for their HQ, the visionary took the spirit of the word literally to create his new building. Indeed, Liberty London was built under the supervision of architects Edwin T. Hall and Edwin S. Hall, incorporating remains from two British warships. Over 24,000 m2 of wood from these ships, including their decks, were used to create this place and add a touch of the past. You can discover more about the fascinating history of the place on their website.
Very quickly, the architecture of Liberty London became its brand image, so much so that we find it on various products, such as mugs, puzzles, and Christmas ornaments. Moreover, to await the arrival of the holidays, the store has created for several years a calendar with its silhouette!
Liberty London: A meeting place for fashion, beauty and lifestyle
Created to bring together pieces from around the world, Liberty London established a unique DNA from the moment it opened. A strong blend of influences, which even led to its name being used in Italy, where the art nouveau period was called “Liberty Style”.
Even today, the brand gives visibility to many brands and designers from various backgrounds. As a result, this wooden labyrinth unveils a variety of ready-to-wear creations, home textiles, decoration and tableware, fragrances and skincare, grocery products, fresh flowers, stationery, books, and even board games. Furthermore, at the end of the year, the top floor transforms into a paradise for holiday lovers, with a vast section dedicated to Christmas decorations.
In itself, wandering through Liberty gives us the impression of visiting a museum. Our minds travel between colorful fabrics, Mediterranean porcelain, and other perfumers’ scents. We also find a LOEWE Perfumes corner!
Discovering the birthplace of Liberty Fabrics
In addition to fascinating the world with its treasures, the store has influenced trends for over a century with its floral fabric. Imagined by its founder in the 1880s, Liberty Fabrics quickly established itself as the quintessential avant-garde design. Reinventing itself over the years through numerous collaborations, Liberty fabric has been decorated with many patterns since its creation, bringing the number of designs cataloged in the archives to over 45,000.
Today, it continues to be printed near Lake Como, in the brand’s workshops. Combining tradition and innovation, artisans decorate various materials with this floral pattern, including the Tana Lawn cotton, which is Liberty’s signature fabric.
A new collection of fabrics has just been revealed for SS25, which will celebrate Liberty’s 150th anniversary!
Used both for ready-to-wear and interior decoration, Liberty Fabrics also leads to beautiful creative collaborations. As happened a few months ago, when Lady Whistledown infiltrated the wooden store to reveal a collection inspired by Bridgerton. Several prints were thus designed and came to life in settings inspired by the hit series by Shonda Rhimes.
How are collaborations highlighted at Liberty?
Continuing with the theme of collaborations, which is one of the major pillars of Liberty London. With the desire to bring together pieces and know-how from around the world since its inception, the store offers a central place for creators, brands, and even films and series within its walls. Thus, in addition to creating displays in their honor in the windows, the London address thinks big, crafting XXL installations in the heart of its hall.
After the last 100% British collection The Edit by Alexa Chung x Barbour, it was the Parisian brand Sézane that was put in the spotlight. On this occasion, a giant mannequin welcomed us at the entrance, alongside giant spools of thread, buttons, and scissors.
These installations celebrate the entire imagination and craftsmanship of the in-house creative studio at Liberty. Its artists and craftsmen shape universes honoring creativity, always with a touch of magic, as is currently the case with the world of Oz reimagined for the upcoming release of Wicked.
Between enchanted windows and giant wizard heads, Elphaba and Glinda have inspired Liberty for its décor as well as some exclusive products! Indeed, Liberty fabric prints, hairbrushes, and other ranges of R.E.M Beauty makeup are revealed on this occasion in the colors of the musical.
On this note, we will meet again soon to talk about the film!
