Astrid & Miyu – A Chic, Instagrammable Retail Experience
The
Challenge
Renowned London-based jewellery brand Astrid & Miyu sought to expand their retail presence with a permanent, Instagrammable store in Seven Dials, Covent Garden. Their vision was to create a space that blended luxury with approachability, offering customers a stylish, immersive shopping experience that aligned with their brand identity.
- Full Turnkey Standalone store
- Concept Design & development
- Technical Design & Engineering
- Manufacture
- Permits & Approvals
- Landlord Liaising
- Fit-out
our approach
Northbanks partnered with Astrid & Miyu to bring their vision to life, delivering a full-service retail solution, including:
- Strategy & Insights – Leveraging customer behavior data to create a retail environment that maximizes engagement and sales.
- Concept Design & Development – Crafting an environment that embodies A&M’s signature aesthetic.
- Technical Design & Engineering – Ensuring structural integrity, functionality, and attention to detail.
- Manufacture – Producing high-quality, custom fixtures and finishes that reflect the brand’s modern elegance.
- Permits & Approvals – Managing regulatory processes for a smooth launch.
- Landlord Liaising – Coordinating with property management to align with leasing requirements.
- Fit-Out – Executing a seamless installation, bringing all design elements together for a polished final space.
The
Solution
Our collaboration with Astrid & Miyu went beyond design, manufacture, and fit-out—we also applied strategic insights to optimize the in-store shopping experience. By analyzing shopper behavior and engagement patterns, we created a retail space that not only reflects A&M’s brand identity but also enhances customer interaction and boosts sales potential.
To achieve this, we implemented an open-sell retail strategy rather than the traditional under-glass display approach. This means that instead of keeping jewellery locked away in cases, products are accessible for customers to touch, try on, and interact with freely.
- Increases customer engagement – Shoppers are more likely to explore and try products when they don’t need staff assistance to access them.
- Enhances the shopping experience – The sense of touch and immediacy helps customers connect emotionally with the product.
- Boosts sales potential – Research shows that when customers can interact with products directly, they are more likely to make a purchase.
Beyond the strategic merchandising approach, the store design reflects the passion and quality behind Astrid & Miyu’s jewellery, featuring:
- Soft blush tones & minimalistic materials for a chic, understated elegance.
- Contrasting neon signs that add a bold, modern edge.
- Spacious piercing rooms for a private, comfortable experience.
- The signature Ear Bar, where customers can curate their own personalised ear stack.
The
Result
The Neal Street store is more than a jewellery boutique—it’s a lifestyle space that seamlessly extends Astrid & Miyu’s digital-first brand into the physical world. Thoughtfully designed elements—lush plants, stylish furniture, and Insta-worthy aesthetics—create a welcoming, aspirational shopping experience.
This project exemplifies how Northbanks helps brands transition from “clicks to bricks,” using our deep retail expertise to create spaces that drive engagement and build lasting customer relationships.
Looking Ahead
As more fast-growing brands turn to us for their retail expansion, we look forward to continuing to design and deliver experiential retail spaces that captivate and inspire.
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