August 29 2014

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Prism’s New IRL Diggs


Prism Boutique Summer Party On Chiltern Street

An online-only shop was something the brand Prism quickly grew out of, according to its creative director, Anna Laub. “A lot of our clients would look up the address online and just drop by unannounced, wanting to try stuff on, and had no idea they were coming to the head office. We realized pretty quickly that we needed a brick-and-mortar shop, especially since the fit for eyewear and swimsuits is so precise.”

Laub’s new shop on Marylebone’s Chiltern Street (handily, across the street from André Balazs’ celebrity haunt Chiltern Firehouse) houses a collection of swimwear, glasses, espadrilles, and—new to the line—cover-ups, all designed for the urban girl going on holiday. “In department stores, usually sunglasses, swimwear, and shoes are over the place, so it’s hard to try to get the whole look together,” explained Laub. “It was really important for us to be able to deliver the full package, under one roof, without having to ask our clients to run around.”

Hailey Baldwin, Sara Cox, and Martha Ward joined Laub in store to celebrate the opening, and all later decamped to the Firehouse, where Cara Delevingne, Rita Ora, David Beckham, Aaron Paul, and more mingled in. But the buzz was less on celebrity than the shop, a minimalist masterpiece courtesy of designer Roger Storey and architect Richard Bennett. “The unobtrusive decor lets the items do all the talking,” said Laub. “And that’s exactly the philosophy of the brand: to enhance a personality, not overpower it.”

Prism’s new store is located at 54 Chiltern Street, London.

Photo: Courtesy of Prism