The Row takes the wraps off its London store

The Row, the minimalist luxe label from Mary-Kate and Ashley Olsen, has taken the wraps off its first European store in London's Mayfair.

Set in Carlos Place, where near neighbours include Matchesfashion.com and Roland Mouret, the store is a temple to high end, low key taste. It offers both men's (the brand launched menswear in 2018) and womenswear, footwear and accessories.

But, as does its stores in New York and Los Angeles, The Row in London also offers furniture and home decor items sourced from selected partners including Galerie Jacques Lacoste, Galerie Patrick Seguin, Galerie 54 and Oscar Graf, along with Masa ceramics, Ana Khouri jewellery and Augustinus Bader skincare.

Shoppers are greeted to the two-floor space by an artwork from James Turrell, called "Jai Signh’s Sky", which illuminates the store with a changing light display. Other key artworks employed in the space include John Chamberlain’s "Funn" sculpture and a sculpture from Isamu Noguchi.

Prior to the Olsen Twins leasing the store it was an art gallery and the pair collaborated with architect Annabelle Selldorf, who is currently designing an expansion for The Frick Museum in New York, to create the space.

Mary-Kate Olsen said of the new store: “London has always been such an important market for us. When this space became available it just made sense.”

Ashley Olsen added: “We are pleased to expand The Row’s retail footprint by offering an exceptional and unique client experience to the United Kingdom.”