The 3,000 sq ft store, located at 9 Earlham Street, will showcase the brand’s complete line of luggage and travel accessories, crafted from premium materials and designed with thoughtful features. The store will also offer visitors a curated selection of other travel-sized products.
London-based designers and artists were brought in to re-imagine Away’s established and minimalistic aesthetic for the Seven Dials store interior, drawn from local architecture and style. The store’s layout was designed to guide visitors as they build and customize their personal travel uniform, such as pairing a suitcase with a personal item or accessories, adding Away’s signature leather stickers, or hand-painted monogram, so the experience is equal parts discovery and self-direction—just like travel should be.
The opening of Away’s storefront in Seven Dials follows the news that men’s fashion brand Farah will be relocating and upsizing to 3 Earlham Street later in the year. Shaftesbury has completed recent works to this road to considerably enhance shop fronts, improve road surfaces, and widen pavements, creating a more accessible and modern location for retailers and restaurants. Away joins the recently launched UK debut flagship store for Dutch eyewear brand, Ace & Tate.