Leica unveils premium retail developments in Bruton Place, Mayfair

German photographic and optics manufacturer to expand presence and services in Bruton Place, London W1

22 November 2011: Leica Camera Ltd is unveiling the latest developments in its premium retail concept in the heart of Mayfair, London W1, with the expansion of its premises in Bruton Place, designed to provide a unique and personal experience to Leica customers.  Incorporating three buildings, Leica is set to have a major presence in Bruton Place with an array of new facilities.

The Leica Store Mayfair (opened in September 2009) at 34 Bruton Place will continue to display and offer the entire range of Leica products. Above the store, the current Leica Akademie training facility will be expanded to encompass a second Akademie space, allowing the company to offer a wider range of training workshops, one-to-one product demonstrations, advice sessions and private consultations for its customers.

In addition, Leica will open a dedicated Media Centre, where members of the media will be able to hold meetings and interviews with Leica representatives.

It is immediately opposite the store, however, that the most significant changes are taking place. In 2012, the customer experience will start at street level with a complimentary café-style area for Leica owners on the ground floor of no. 27, a three-storey building currently being fully renovated by the company.  The informal and relaxed atmosphere of this facility will allow the Leica Client Care team to provide personal user advice and assistance in a unique environment. Adjacent to this will be a dedicated glass-partitioned laboratory, where light repairs and sensor cleaning will be undertaken.

Venturing further into the ground floor of the new building, customers will find a new rental service for the Leica S2, named Rental-S, providing equipment to some of the most influential international professional photographers.

On the first floor of 25 Bruton Place, in addition to support services, will be a gallery displaying images created using Leica cameras. This gallery will be accessed directly from 27 Bruton Place.

Perhaps the most surprising development awaits the visitor on the second floor, where Leica will transform the entire space into a discreet professional photographic studio, called Studio-S.

Studio-S will be available to hire exclusively to photographers using the Leica S-System, and will include changing and make-up areas, hospitality and digital operator facilities. The studio will be ideally located and appropriate for high-profile or confidential shoots. As well as on-site equipment, Leica will offer additional support such as Leica-trained photographic assistants, therefore providing a unique hire package.

David Bell, managing director, Leica Camera Ltd, said, “We make no apologies for taking inspiration from other pioneering premium retailers, such as Apple in Regent Street or Paul Smith in Covent Garden. We believe that this three-building retail village concept in the heart of Mayfair will provide a complete showcase for our products and services, and a creative environment for our customers. It will also give us the opportunity to host new kinds of events and activities on-site, with Studio-S converting into a versatile space for networking, customer and media events.”

Bruton Place is located in the centre of Mayfair between Old Bond Street and Berkeley Square. The new Leica premises at no. 27 are currently under construction and scheduled to be open in early Spring 2012. For more information on the Leica Store Mayfair, and all Leica products and services in the UK, please visit www.leica-storemayfair.co.uk.

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  • Ben

    Somewhat ironic: many store openings, with product availability at an all time low…. ;(

  • Craig

    Ben:

    Marketing 101: Creating demand through increasing the buzz and limiting supply keeps prices high.

    Yep. Sounds like what Leica is doing.

  • John E Walter

    That’s fine but we only have the one official sensor cleaning workshop in the country.

    Even the other Leica specialists refuse to clean Leica sensors.

    Do we have to wait for the high speed rail link?

  • Dave G

    Why any celebrity would associate themselves / endorse themselves to shooting at a Camera manufacturer studio is beyond me, working in the industry and working with “Celebrities” they don’t give a toss what brand the studio they are being shot at is.

    I see this as Leica desperate to get some affiliation and free press from “hosting” “Celebrity” photo shoots at their studio. The company have no history in studio photography apart from the S2. Very cheap Leica, very cheap! wouldn’t surprise me if they had some sort of small print to say that they can use the images taken at their studio for press on the S2!

    Little do they know that most commissioning editors, photographers and celebrities will see through this straight away.

  • http://dcp.so Dan

    Might have to pop along there in my lunch hour as I’m working down the road at the moment. Not good though as my card could easily take a battering in there…

  • Calvin

    Yes, great. New facilities. How about products?

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