Next to continuously redefining the necessities of travel, Away also meticulously communicates about its innovative merchandise through contemporary retail environments. The New York City-based travel brand has taken to curated retail spaces early on – initially through a string op pop-up stores, but later followed up by standalone boutiques. After launching four Away stores stateside, the company has returned to London to open its first permanent outpost abroad in the popular downtown shopping area of Seven Dials. The store occupies a 222 sqm. (2,390 sq.ft.) redeveloped ground floor unit of a red brick building,

The interior design, developed in-house, is clean and simple, and in full compliance with Away‘s brand values. Pristine white walls are paired with wooden planking in a grey hue, and adding a local flavour to the design is a colour-infused mural installation by artist Jo Hummel-Newell. The layout of the store was designed to guide shoppers as they build and customize their travel product of choice. The new Away store presents the brand’s full range of suitcases with built-in USB and other smart innovations, interior organizers and accessories, in addition to a curated range of other travel products.