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New In Town : Duke Street Emporium by Jigsaw

Fashion brand Jigsaw has opened a new store about 2 weeks ago at 55 Duke Street, Mayfair, called “Duke Street Emporium”.

The style of the store is very different from a normal Jigsaw store. Some say it is a mini-department store, because it has different sections (“rooms”) filled with fashion (women, men AND kids!) and accessories by Jigsaw and its sister brand Bluebird. There are also skincare (Aesop) and an in-store café runs by the unique Fernandez & Wells.

I would describe it as a concept store - I thought it was a fashion gallery when I walked in on a rainy London afternoon. The Scandinavian décor was organic, warm and welcoming. Everything in the store were displayed in a way that I felt like I was in a journey exploring different style fashion. There was so much to take in. Every corner I looked, there was always something interesting to be discovered – I browsed through one area, then I was thinking, “woo, wonder what’s round the corner?” It was an exciting yet chillax experience.

The journey continued to the lower ground floor, where it had a young and fun vibes to it.

If you are not at all interested in the fashion side of things, it will still be worthwhile dropping by to their in-store café. The welcoming chunky wooden communal tables, the most attractive sandwiches on display and those tasty coffees, I could be there for a whole afternoon to watch the world goes by. There is also a working juke box on the side to get nostalgic with.

I love the colourful and busy Selfridges (which is just across the road), Duke Street Emporium is the other side of the coin – I feel I have been on a journey, and been refreshed and been inspired.

Duke Street Emporium
55 Duke Street, London W1K 5NR


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