Women’s Wear Daily
04.18.2014
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fashion-scoops

Assouline Launches Permanent Space at Claridge's

The shop offers a VIP service that includes bespoke library design and personalized books.

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ALL ABOUT ASSOULINE: “It’s like a private library. You can sit here. And you can buy everything,” said Prosper Assouline at the launch of his permanent boutiqueat Claridge’s in London on Tuesday. The 530 square feet space on the groundfloor features a lounge with plush seating and the brand’s signature, Mondrian-style wall curated with art, fashion and lifestyle books. The shop, which has a separate entrance on Brook Street but can also be accessed via the hotel lobby, offers a VIP service that includes bespoke library design and personalized books. Putting it together was a challenge for the luxury lifestyle publisher, as the decision to open was made only three months ago. “I was thinking a lot about where to be in London,” said Assouline. “Mayfair is very important for me. I love to shop here, I love to walk around. I love London.”

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