Moda Operandi Unveils Private Shopping Destination in London

LONDON, Sept. 12, 2014 /PRNewswire/ -- Moda Operandi, the luxury e-tailer, that pioneered the online trunkshow format granting first and full access to the runway, opens its doors during London Fashion Week. This will be Moda Operandi's second private shopping destination, following Salon Moda, their New York outpost housed in their Manhattan headquarters.

Located on a private residential Mews, in London's Belgravia, the converted Grade II listed stable block will host clients, designer trunkshows and bespoke events. Offering front row access to runway pieces from New York, London, Milan and Paris. In addition to couture and ready to wear, the space will feature a highly curated selection of fine, vintage and estate jewellery.

Co-founder, Lauren Santo Domingo has worked closely with London-based interior designer, Fran Hickman to accentuate and maintain the period building's heritage and charm. The pair sought to create a heightened experience of arrival and unpacking on the ground floor. Hickman has commissioned bespoke joinery pieces from oak, fashioned with muted herringbone linen, inspired by ocean liner trunks; these will showcase a curation of vintage Hermes handbags for the opening.

Iconic Guy Bourdin prints from the Michael Hoppen Gallery, which deftly blend into the decor, line the walls. These, like the objet d'art pieces from Vessel and Line Vautrin, are all on consignment and available to purchase. A sweeping black iron staircase ascends to the first floor, whose allure is its inviting warmth yet decadent attention to detail; from the antique brass floor-to-ceiling dressing room mirrors to the rose calfskin footstool, almost too perfect to perch on.

Santo Domingo appointed British design house, Soane to create all the freestanding furniture on both floors. Each piece is bespoke-made in Britain; such as the romantic, scalloped Venus Chair, in peach velvet, with elegant legs woven by the last rattan weavers in England. An exquisite dressing table, hand forged in iron by a Welsh blacksmith has a burgundy calf leather top with fine saddle stitching. Echoing the equestrian heritage of the building's very British roots.

London sits at the crossroads for Moda Operandi's international clientele and the space will serve to strengthen its presence and access outside of the US. Moda Operandi London is a luxurious extension of the trunkshow experience, and true to their inception; the space will be 'by invitation only.'

Lauren Santo Domingo says, "Our arrival in London was inspired by our clients and the overwhelming talent of London designers. The European customer understands fashion in a unique way, they are sophisticated, fashion-forward shoppers and London itself is an integral part of our business, as so many of our top clients have a residence here. "

Opening events will feature appearances and collections from Emilia Wickstead, Serafina Sama of Isa Arfen, Osman, Zac Posen, Cushnie et Ochs and Delpozo.