In Pictures: Joseph opens sixth London store in St John’s Wood

Contemporary designer womenswear brand Joseph has opened a new 710 sq ft store at 35 St John’s Wood High Street, it’s sixth in the capital.

The store is carrying the brand’s ready-to-wear SS24 collection, its Foundations collection and a selection of accessories in what is described as "an intimate and minimal environment that is warm and inviting".

Joseph CEO, Barbara Campos, said: "We are delighted to open our sixth London store in St John’s Wood. The store, which features our new concept, will allow us to better serve the discerning local customer."

Throughout the store natural materials are combined with contrasting textures. Combed plaster walls that run the length of the space have been specially crafted to have a textured finish that nods at the brand’s stripe motif.

Exposed painted brick walls also add contrast and texture, while a natural clay quarry tiled floor is inspired by the cobble streets of Paris.

The store also features a natural oak library style display wall which creates the backdrop to the space, and a monolithic black oak sales desk with Guatemalan green marble and glass showcase provides a centre piece.

Brass and copper sculpted geometric podiums create an accessory display installation and furniture is carved from sustainable solid oak with a burnt black finish.

The design of the new St John’s Wood store is in line with the concept unveiled at Joseph’s store at 124 Regent Street, which opened in October 2023. Joseph also has stores on Marylebone High Street, Brook Street, Brompton Cross and Duke of York Square on London’s King’s Road, as well as concessions in Harrods, Harvey Nichols and Selfridges.