Earlier this year, Elliott and I had the privilege of being shown around Bourdon House, dunhill’s flagship store in Mayfair. It has been the brand’s London home since 2008 and is today a shining example of impeccable retail theatre, and the power of physical spaces for luxury brand engagement.
The flagship, just like the dunhill brand, holds a significant amount of history, having stood on Davies Street for the last 300 years. The space itself was built in 1723 and is a Grade II listed Georgian house, which has evolved over the centuries; it was originally two stories and an attic, but it is now a four-story building with a wing to the east that was constructed in the early 20th century. Before becoming a retail space, Bourdon House was a private residence and served as the Duke of Westminster’s favoured home until the mid-20th century.
“Luxury consumers want to experience beautiful product in the most exceptional surroundings.”
On a grey and unseasonably cold afternoon in central London, wandering around Bourdon House, and hearing about the building’s purpose, history, and significance to dunhill, felt like much-needed escapism. “Bourdon House is dunhill’s luxury sanctuary in the city of London,” we were told. “It’s conceived as the ultimate gentleman’s playground and is punctuated with moments to enjoy the best food, drink, grooming and entertainment.”
The store itself is beautiful. We entered under a white-painted archway into an enclosed courtyard, and through glass doors on to the ground-floor, where dunhill’s ready-to-wear collection is displayed. It was explained: “Luxury consumers want to experience beautiful product in the most exceptional surroundings. They wish to enter elevated spaces that immerse them in the brand’s world, bring the offering to life and reflect a house’s core values and visual identity.”
Some of the products that are displayed at Bourdon House are dunhill’s legendary luxury items: leather goods, intricately designed pens, and ornate lighters that sit behind glass cases, alongside an Aquarium lighter designed to commemorate the King’s coronation, and a rare dunhill Namiki pen, stunning in its beauty and craftsmanship. Each of these items are deep-set in dunhill’s British heritage which is central to both the brand and Bourdon House – it is this traditional luxury that colours dunhill.
On entering the ground floor, you will find beautiful accessories and elevated casualwear collections designed by Creative Director, Simon Holloway. But ascend the sweeping staircase, and there are offerings more in line with the traditional luxury that dunhill is known for. The ‘Discovery’ room is a space dedicated to displaying its suits, ties and tailoring, as well as a spacious dressing room – which is the sign of a truly thought-out retail space – and, almost inexplicably, a barbershop. But it is these unexpected and somewhat eccentric touches that elevates the shopping journey from simply buying products to a complete experience.
Perhaps what sets Bourdon House apart from other luxury flagships is what’s found on the lower ground floor: a plush 12-seater cinema which is hired out for private screenings, and a café-bar called ‘Alfie’s’ after the brand’s founder, Alfred Dunhill, which offers coffee, food, and an extensive wine menu. Food is prepared using high-quality seasonal ingredients and even offers the oh-so-British afternoon tea, in keeping with the brand’s heritage. Also, in keeping with dunhill’s history as a tobacconist, is the full-sized walk-in humidor, where cigar enthusiasts can safeguard their collections.
What is so enjoyable about stepping into Bourdon House is how each room speaks to a different part of the dunhill identity, while at the same time feeling completely cohesive. Wandering through the house – and especially spending time in the humidor – feels a little like going back in time, and yet the space is also distinctly contemporary, in tune with the tastes of modern luxury customers.
It is certainly a lesson in great retail theatre. For luxury players, physical spaces like this provide a critical touchpoint, and a chance to enhance customer perception of a brand’s aesthetic, craftsmanship, values, and heritage. At a time when the global luxury sector is facing challenges, retail flagships give customers different – and perhaps more accessible – ways to engage with brands. It’s less about exclusivity and more about going beyond product and creating a space where the targeted customer feels comfortable; and for a masterclass at doing this, just look to Bourdon House.
