As his first European store opens in Mayfair, we explore an interior that sings of the US designer’s rock ‘n’ roll aesthetic
Opening his first European store is a big deal for John Varvatos. Not only is it the biggest one worldwide, but it also houses the entire Varvatos universe – meaning it offers a lot more than luxurious, rock-infused clothing. Located on Conduit Street, one of Mayfair’s premium shopping locations, here you’re able to come by customised Fender guitars, listen to bands jamming in the basement, check out archive Varvatos campaign imagery featuring various rock stars (and the latest Ringo Starr pictures), get a tailor made suit and buy exclusive and rare rock photography from the ground floor gallery. The Rock Paper Photo space, at the back of the ground floor, even employs a full time curator to keep the collection up to date. Housed in an old airline HQ, Varvatos has managed to apply his own unique aesthetic to the building while still keeping its original charm: “Everything in here is individually procured by myself but I wanted to utilise what was already in the building for it to make sense with the neighbourhood,” Varvatos says, before giving us a guided tour of some interior details in his three-storey shop.
1. The shoe wall is a tilted filing cabinet, bought from an old bank in France.
2. An antique steel door from the 18th century that’s been put on a turnstile has been turned into a table.
3. The store has the largest music photo gallery in the UK, with over 150 hung iconic photographs, and files with many more.
4. These logs were sprayed with a metallic colour to give them an automobile finish, making them old and new at the same time.
5. Varvatos found this workbench in Indonesia and has used it as a table.
6. This long table is a rare combination of 1930s Art Deco and industrial design.
7. Stained glass window from a bar in Le Marais in Paris – the coloured glass plates are 2.5 inches thick.
8. The chairs and sofa are vintage American 1970s furniture, upholstered by Varvatos for the store.
