Fashion retailer Browns is marking its 50th anniversary by relocating its flagship store next year in order to combine retail, experiential elements and technology features.

The luxury fashion brand will open the doors to its relocated flagship store on Brook Street, London in summer 2020. It is currently located at nearby South Molton Street, in London’s West End.

The new-concept store will feature a restaurant, an immersive experience room and a dedicated VIC – very important customer – space.

Browns – acquired by fashion retail platform Farfetch in 2015 – sells a mixture of established brands and upcoming designers side by side, and introduced the likes of Alexander McQueen and Calvin Klein to the UK market.

Browns chief executive Holli Rogers said: “Being in one dedicated space, we are excited to be able to offer a vital and engaging customer experience that draws on the store-of-the-future technology while also playing homage to the history and story of both the location and fundamentally Browns.”

Farfetch chief consultant of augmented retail Susanne Tide-Frater said: “The digital and technology expertise of Farfetch paired with the unique creative personality of Browns promises a firework of ideas and ever-changing connected experiences for the customer.”

Browns opened its first Mayfair store in 1970 and opened its most recent store, Browns East, in Shoreditch in 2017.