Inside a five-story townhouse gracing London’s tony Mayfair neighborhood, nestled between affluent Hyde Park and the bustling West End, online luxury seller Matches Fashion has created what chief content officer Kate Blythe described as the “next frontier” of content.
With its digital content strategy firing on all cylinders, Matches seized the opportunity to extend its vision into the real world in a curated, 7,000-square-foot physical space designed to foster community.
Host to events, panel discussions, special installations, a supper club, podcasting studio and more, 5 Carlos Place is centered around “inviting customers to be a part of our world,” Blythe explained. “We leave it to our customers to choose which door they’d like to enter through.”
The townhouse offers two floors dedicated to private shopping appointments in addition to another boutique-like floor open to all customers.
Blythe said any product in its extensive collection can be ferried to 5 Carlos Place within 90 minutes.
The townhouse has already played host to a slow fashion discussion featuring sustainability-minded Swiss designer Kévin Germanier and Livia Firth, founder and creative director of consultancy Eco Age, and British designer Richard Quinn is scheduled to share insights on his Spring/Summer ’19 collection the week of Sept. 17.