The space will become home to The Sipsmith Gin Shop – the first dedicated gin shop to open in London for over 200 years. The boutique will offer a range of exclusive Sipsmith products, including the personalised Gin Stocking; unique experiences and events, such as Hot Gin masterclasses; and of course an in-house Gin Bar.
Three other brands - Sir Plus, Anatome and Gizelle Renee – have also recently signed to the destination which connects Piccadilly and Jermyn Street via a covered arcade.
Oliver Smith, Head of St James’s at The Crown Estate, said: “Together, these new brands represent the continued evolution of Princes Arcade and the St James’s area. Each of them signify craftsmanship, quality and style, and they combine this with a uniquely contemporary focus. It is particularly exciting when brands come to us as pop-ups and often become permanent residents in the arcade. This speaks to the quality of the destination and the positive impact made by its reinvigoration.”
The brands have chosen Princes Arcade following its modernisation and refurbishment, with The Crown Estate investing in the Regency-era shopping arcade to transform it for contemporary brands and shoppers. Princes Arcade will continue to offer permanent pop-up space and test bed for new brands, enabling them to experiment with new formats and reach new audiences.
Josh Leon, Head of Central London Restaurants, Colliers International, said: “London has a fascinating relationship with the traditional Gin Shop going back to the 18th Century. This version, reimagined for the modern day, comes at the perfect time in the run-up to Christmas. Sipsmith is a distinctive and formidable brand that has many shared values with the Crown Estate, and is exactly the kind of occupier we are looking to collaborate with in St James’s.”