Field Notes From London's Retail Scene
A walking tour of the good, the great, and the "meh" of Soho's retail shops
Welcome to Commerce Thinking, an ongoing content series where we tell stories about the world's fastest-growing brands and those shaping the new luxury market.
Introducing: Field Notes
Hey everyone! Luke here from the Commerce Thinking team. I don’t normally post, but I thought it would be fun to start a new content series where we explore the luxury retail landscape in cities worldwide.
We’re calling it Field Notes.
Field Notes are meant to be anecdotal, sharing and observing what we see. So, we’ll take a neighbourhood where there’s a strong luxury retail presence and dissect what we like about the retail establishments there.
Last week, I had a full day of meetings in London, so I popped around Soho afterward to pass the time before my train left.
So, this is part one of London Field Notes… Enjoy!
Let us know where we should visit next. Up next will be London (part 2), Paris, and NYC.
Aimé Leon Dore
Field notes
Of course, it had to be on the list. I found ALD to be a level above everywhere else. Why?
Their attention to detail is unreal. Outside of their well-curated collections, the artwork on the walls, to the books chosen to sit alongside displays, it’s all meant to reinforce that you’re entering ALD’s world.
They’ve created a meeting place in the heart of Soho that allows you to immerse yourself in the brand. Grab a coffee and stay for a while, peruse the shop. Invite your friends.
Perhaps different than most shops in the area, it’s clear that the consumers who flock to ALD find their identity in the brand, shown by how it’s become the hangout spot.
Alex Eagle Studio
Field Notes
Alex Eagle didn’t quite feel like a store but more like a room in a stylish office. Step inside, and immediately you see the mixed-use space equal parts interior design, apparel, and home goods. I suppose that’s why they call it a studio.
Nothing particularly eye-catching about the aura of the space, but the products speak for themselves; they’re tasteful and consistently good throughout.
This is a personal reflection, but I don’t know if I liked it, and maybe that’s because the space felt confusing to understand. The products themselves were fantastic, but when put together, it didn’t seem to tell a coherent story.
Aries
Field notes
Overall, I enjoyed this (newly opened) space. It’s one big open plan with tons of natural light. The concrete walls are exposed and distressed, giving this industrial-trash-meets-rerposued culture type of aesthetic.
The staff there are mega friendly, and the vibes were right, accompanied by a great music selection (blaring The Streets as I entered).
One of the great selling points if the café, in collaboration with Paper Boy—the iconic Parisian sandwich shop—where they’re whipping up egg sammies and espresso on rotation.
Outside of their seasonal collections, Aries sells carefully chosen vintage pieces from another resell brand called Jerks, which adds another creative layer to the shop that’s fun and playful
END. Clothing
Field notes
So, END is one of the better retailers that blends contemporary, luxury, and upscale streetwear and sneakers into one space. There’s no denying that they have a great merchandising team and direction.
On the other hand, the store experience felt meh.
Location? Great.
The window displays? Class.
But once you’re inside, it feels a bit sterile, like you’ve stepped into a department store with too much product.
Again, great curation, but it’s easy to get lost in the sea of products, which isn’t what you want.
Ganni
Field notes
Designed by Danish studio Stamuli Architecture, the Ganni store was a fun vibe shift.
It’s understated, colourful, and tasteful. There’s a luxury-meets-funkiness to the space that draws you in, paired with A+ furniture that creates a comfort factor you don’t often see with Scandi brands (looking at you, minimalism).
But Ganni deviates from that with this shop and collection, leaning into vibrant tones and pieces that feel statement for all occasions.
Maharishi
Field notes
Oh boy, Maharishi is class. The architecture and layout pull you through, up and down, multiple tiers carefully designed to make optimal use of the natural light, capitalised by a full-height exposed wall at the rear of the store featuring four identical-sized artworks.
It feels like a gallery, with imaginative displays that nod to Japanese culture, contemporary streetwear, and traditional luxury.
As with Aries, I found the store staff friendly, open, and passionate about the brand and products.
Great vibes overall.
Up next—
London (part 2)
Paris
NYC