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Myla opens Mayfair store and unveils new-look website

Lauretta Roberts
11 October 2018

Luxury lingerie brand Myla has opened the doors to its new Mayfair store, following the brand's relaunch in the UK under its new CEO Garry Hogarth and creative director Gregor Pirouzi.

The 110sqm space was designed by Pirouzi and Brad Coton of Scribe Projects, and is set over two-storeys in a town house on Brook Street in the heart of Mayfair.

It has been conceived to being a fresh perspective and new visibility to lingerie retail and its vision was to reflect the brand’s 60’s inspiration in a modern space.

To achieve this the store combines a mixture of glamorous yet modern surfaces and materials including concrete walls, golden and silver Myla Rose branding, transparent acrylics and white leather. All the furniture is bespoke, designed by Pirouzi in London, and made locally in the UK.

"In order to keep up with e-commerce, innovation and service is key therefore we have strived to provide a fresh luxury experience"

Gregor Pirouzui, Creative Director, Myla

The ground floor will feature the ‘Myla Gallery’ which will exhibit the main collection. The lower ground floor will showcase the advanced luxury collection and offer special VIP services in the ‘Myla Gold’ salon, where specially trained 'Myla Girls' will provide expert fittings.

“From my years of experience in lingerie retail, it was important for me to create something new and modern and to move away from the standard approach. In order to keep up with e-commerce, innovation and service is key therefore we have strived to provide a fresh luxury experience in the current world of lingerie!” said Pirouzi of the concept.

Hogarth was formerly the CEO of Agent Provocateur, he acquired the Myla brand and set about relaunching it in July of this year. “Despite the globally growing concern about retail, we decided to invest in Myla’s retail footprint as it is important to give a personal and luxurious experience to our customers in a relaxed and elegant setting,” he said.


In addition to the store the brand has teamed up with Spring Studios to create a new editorial-led, innovative and engaging new website. Taking inspiration from Pirouzi’s ‘Swinging London’ vision for the brand, the campaign was shot on Super 8 and Bolex cameras for added authenticity by photographer Rory van Millingen with moving imagery directed by Errol Rainey.

James Barnfield, creative director at Spring Studios said: “Our creative approach has focused on creating an e-commerce experience that feels just as elevated as what we traditionally call a ‘campaign’ to create a seamless brand experience across all consumer touchpoints. Every single image embodies the new spirit of Myla.”

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