New London store and gallery for camera brand Leica

Camera brand Leica has become the latest company to reinforce its commitment to physical stores, with the announcement of a new Mayfair flagship.

The new double-fronted store will replace a smaller unit in the area, and will house the Leica Gallery UK to provide a complete brand experience for customers and photography enthusiasts, many of whom are fans of Leica products. Extended opening hours will include Sunday trading.

DC10 Architects is responsible for the design of the new site – which is scheduled for a soft opening on 4 February 209 – at 64-66 Duke Street. The current store in Bruton Place will close.

The new store has been developed to focus on customer experience, and on helping visitors learn about and to experience photography. It is arranged over ground and basement levels, each offering 100 sq m (1,076 sq ft) of space. It will offer the entire range of Leica cameras and accessories, as well as incorporating the brand’s Akademie training centre.

The Leica UK Gallery will feature exhibitions of work by celebrated photgraphic icons as well as up-and-coming photographers.

Leica UK managing director Jason Heward says, “Leica is a challenger brand that is listening carefully to customers. We then create destinations where we can connect on a deep experiential level. Leica Mayfair has always been Leica’s top performing store in the world because of this ability to connect. The new store is the natural evolution and allows us to offer more services to respond to the non-linear journey our customers take. Leica Akademie and Gallery services, sets us apart and we need a physical space that will complement what we do digitally.”

Keith Bailey, Mayfair Director of landlord Grosvenor Britain & Ireland adds, “We are excited to welcome Leica’s first gallery to Mayfair. The brand’s approach to delivering an immersive consumer experience provides a compelling reason to visit and will foster a more active, interesting and useful neighbourhood.  The signing supports our renewed focus on retail and the evolution of North Mayfair which is consolidating its position as an exciting destination for retail and dining.”L

Leica Camera UK saw annual turnover of £25m in 2018. Globally, the Leica brand has more than 90 standalone stores.

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