Banana Republic

After being lost for a number of years within Gap, Banana Republic's refocus has been to move to a more luxurious and curated feel that embodies the idea of a mythical travel destination (in some imagined exotic land somewhere between the souk, the safari or the golden light of a Greek scultor's studio). Teasing apart, brands live or die by story telling, and the current direction has more in common with Ralph Lauren (cowboy, banker, long island pastels etc) than with Gap's democratic basics. The product's design and materials embody accessible luxury and this new store gives those clothes a narrative and experiential setting over three floors. Mixing homewares and art/decor pieces transforms the store into a lifestyle and living experience, and the added services add a premium touch - concierge, tailoring, alterations, gift boxes and white glove delivery. The third floor housed the three-room 'BR Home Penthouse Apartment' which was a by-appointment design service for BR Home. However, in October 2024 (barely a year after Home was launched, and a few months after the flagship opened) the Penthouse Apartment swapped quietly back to a clothing and tailoring feature. Although not yet publicly announced it seems that Home has run its course. That said, the penthouse area is a delightful luxury experience that's fully at home in Soho, so still worth a visit, up the sweeping staircases.