It is always a pleasure to discover a store that is not content to be just a space with which to sell product – particularly at this time of year when the Christmas rush is in full and somewhat tiresome swing. With the best will in the world, the maelstrom of bodies swarming around the centre of town with bulging bags in hand at the moment is a less than enticing prospect, even for those of us who are truly retail therapy obsessed. What’s required at such a time is a haven, a safe space for the rakish individual to undertake his shopping in a fundamentally more civilised fashion than the world around him. Fortunately, for those readers who are going to be in London’s West End at some point before Christmas, The Rake has the solution to just this conundrum.
Assouline has always been so much more than a luxury book shop, in the words of Founders Prosper and Martine Assouline it is “the first luxury brand on culture”, a house informed by (but not limited to) the publishing of some of the finest books on the planet, but also inspired by the pursuit of all things intellectually and aesthetically stimulating. As such, Assouline is characterized not just by the sophistication of its publications, but also by the sophistication of its stores and its experiential approach to retail.
The greatest expression of this philosophy is Maison Assouline itself, a grand former Edwardian banking hall, designed by Edward Lutyens in 1922. Situated in a discreet spot next to St James’s Church on London’s monstrous Piccadilly, the maison is much more than a place to peruse the brand’s latest literary releases, but rather should be considered a cultural sanctuary, a refuge that immediately transports one from the hustle and bustle of London’s West End into an elegant, engaging space. Quite apart from the immediate sense of calm and delicious wafts of jazz music that greet you when you step inside, you’re also presented with what is possibly one of the most chic emporiums in the city.
Tall bookshelves displaying titles dedicated to luxury fashion, art, architecture, photography, design and travel line the hall, and create a partition between the bookstore and the Swan’s Bar. Towards the rear of the room is a space immaculately arranged with curiosities, intelligently selected gifts, one-off rarities and various objects of desire – all of which reflect the maison’s elevated tastes. Glamorous black and white photographs of just about every rakish style icon under the sun cover the walls and pop against the rich crimson surfaces that feature throughout. The store feels polished yet eclectic and to quote Prosper Assouline, “all our books tell a story. We wanted the Piccadilly flagship to embody the spirit of our brand. You can sit, take tea and you can buy anything you see – our stores are an extension of our private residence”.