Thursday, May 17, 2012
LEICA OPENS UNIQUE STORE IN BRUTON PLACE
Leica unveils premium retail developments in Bruton Place, Mayfair
Leica Camera Ltd has unveiled the latest developments in its premium retail concept in the heart of Mayfair, London W1, with the expansion of its premises in Bruton Place, designed to provide a unique and personal experience to Leica customers. Incorporating three buildings, Leica is set to have a major presence in Bruton Place with an array of new facilities.
The Leica Store Mayfair (opened in September 2009) at 34 Bruton Place will continue to display and offer the entire range of Leica products. Above the store, the current Leica Akademie training facility has been expanded to encompass a second Akademie space, allowing the company to offer a wider range of training workshops, one-to-one product demonstrations, advice sessions and private consultations for its customers.
In addition, Leica has opened a dedicated Media Centre, where members of the media will be able to hold meetings and interviews with Leica representatives.
It is immediately opposite the store, however, that the most significant changes are taking place. The customer experience will start at street level with a complimentary café for Leica owners on the ground floor of no. 27, a three-storey building. The informal and relaxed atmosphere of this café bar will allow the Leica Client Care team to provide personal user advice and assistance in a unique environment. Adjacent to this is a dedicated glass-partitioned laboratory, where light repairs and sensor cleaning will be undertaken.
Venturing further into the ground floor of the new building, customers will find a new rental service for the Leica S2, named Rental-S, providing equipment to some of the most influential international professional photographers.
On the first floor of 25 Bruton Place, in addition to support services, will be a gallery displaying images created using Leica cameras. This gallery can be accessed directly from 27 Bruton Place.
Perhaps the most surprising development awaits the visitor on the second floor, where Leica has transformed the entire space into a discreet professional photographic studio, called Studio-S.
Studio-S is available to hire exclusively to photographers using the Leica S-System, and will include changing and make-up areas, hospitality and digital operator facilities. The studio will be ideally located and appropriate for high-profile or confidential shoots. As well as on-site equipment, Leica is offering additional support such as Leica-trained photographic assistants, therefore providing a unique hire package.
David Bell, managing director, Leica Camera Ltd, said, “We make no apologies for taking inspiration from other pioneering premium retailers, such as Apple in Regent Street or Paul Smith in Covent Garden. We believe that this three-building retail village concept in the heart of Mayfair provides a complete showcase for our products and services, and a creative environment for our customers. It also gives us the opportunity to host new kinds of events and activities on-site, with Studio-S converting into a versatile space for networking, customer and media events.”
Bruton Place is located in the centre of Mayfair between Old Bond Street and Berkeley Square. For more information on the Leica Store Mayfair, and all Leica products and services in the UK, please visit www.leica-storemayfair.co.uk.