I have to admit, it caught me by surprise when the invitation first arrived in early March. An invitation to the opening of a new Hermès store in London is not something that lands in one’s inbox every day, particularly at a time when much of the luxury industry is navigating an increasingly cautious economic climate.
Some thirteen hours of flight time and a pilgrimage to the Victoria and Albert Museum later, I found myself standing patiently in a queue on New Bond Street, waiting to step inside what Hermès has simply coined 166. And in what can only be described as Hermès-style girl math, the numbers eventually lead back to 24 Faubourg Saint-Honoré, the maison’s spiritual and historical birthplace in Paris.
Located at 166 New Bond Street, the new Hermès maison is arguably one of the most significant luxury retail openings in recent years. Occupying the former headquarters of the historic British jeweller Asprey, the landmark property represents a project more than a decade in the making. Acquired by Hermès in 2009, the building has undergone an extensive restoration that carefully balances preservation with contemporary intervention, transforming one of Mayfair’s most storied addresses into a compelling expression of the French maison’s enduring values.
Yet to describe 166 as merely a store would be to miss the point entirely. Conceived as a true maison—a home for the many worlds of Hermès, the project spans six interconnected Georgian townhouses encompassing 55 rooms across multiple levels. The scale is impressive, but what is perhaps more remarkable is the intimacy with which the spaces unfold. Rather than presenting its collections within a singular retail environment, Hermès has dedicated individual rooms and salons to each of its métiers, from leather goods and silk to jewellery, watches, beauty, homeware and ready-to-wear. Each space is distinguished by its own carefully considered palette, creating a subtle rhythm as visitors move from one universe to another.
The result feels less like shopping and more akin to wandering through a private residence layered with stories, craftsmanship and discovery—a journey that unfolds room by room rather than aisle by aisle.
Throughout the maison, visitors encounter thoughtful references to both British heritage and the house’s French roots. Original architectural features have been meticulously restored, from historic signage and grand fireplaces to antique mosaic flooring and a remarkable Victorian lift dating back to the mid-19th century. These historical elements sit comfortably alongside contemporary French interventions, creating interiors that feel both timeless and quietly modern.
The maison’s furnishing language is equally compelling. Clean-lined yet warm, the interiors embrace a distinctly French sensibility where restraint becomes a form of luxury. Bespoke furniture featuring pressed flowers encased within lacquered surfaces sits alongside commissioned artworks, equestrian-inspired details (signals the towering horse sculpture seen at the atrium by British artist Jessia Wetherly) and one-of-a-kind decorative pieces created exclusively for the project. Together, they underscore Hermès’ long-standing commitment to artisanship and creative expression.
At the centre of the maison stands a dramatic spiral staircase designed by architect Norman Foster. Sweeping elegantly through the building, it serves as both a sculptural focal point and a symbolic connector between the various worlds housed within. Its contemporary form contrasts beautifully against the Georgian architecture surrounding it, embodying the dialogue between heritage and innovation that has become a hallmark of Hermès.
Equally impressive is the extraordinary level of craftsmanship embedded throughout the project. More than 50 specialist artisans contributed to the restoration and creation of the maison, from illustrators, photographers, weavers, master plasterers, woodworkers to glassmakers and decorative painters. Their expertise is evident in every detail, whether in the restoration of period features, the execution of bespoke finishes or the creation of architectural elements unique to the building itself.
Ultimately, 166 reflects a broader evolution taking place across the luxury landscape. As digital commerce continues to redefine how products are discovered and purchased, physical spaces are increasingly expected to offer something more meaningful than transaction alone. In response, brands are investing in destinations that prioritise culture, craftsmanship and emotional engagement.
Hermès’ latest maison stands as one of the clearest examples of this shift—a place where architecture, artistry and hospitality converge to create an experience that extends far beyond retail. More than a flagship, 166 is a cultural landmark in its own right, reaffirming the enduring value of thoughtful design, human connection and the simple pleasure of discovery.
