Hermès Lands on London’s Most Exclusive Street with a Bang

Hermès unveils a new “house” at 166 New Bond Street that defies all established retail conventions. What’s in store? A one-of-a-kind journey through craftsmanship, English exuberance, and works of art that tell great stories.By Pierre GroppoJune 18, 2026 Hermès Londres

The exterior of the new Hermès “house” on New Bond Street in London.Valérie Sadoun

Hermès has its own codes, its own magic, and its own sense of time. In an era when the luxury sector is faltering and the future of retail and commercial real estate is up for debate in every major city around the world, this venerable institution, founded in 1837, is unveiling in London one of the most sumptuous retail projects seen in years: not just another store, but a sixth “house,” following those in Paris, New York (in 2000), Tokyo (in 2001), Seoul (in 2006), and Shanghai. It's a space to be explored like a book, promising an experience that only Hermès ultimately knows how to create with a unique blend of eras, craftsmanship, nods to local culture, and, of course, the ever-present equestrian theme.

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At a time when SpaceX is sending stock markets around the world into a frenzy, the horse remains firmly at the very heart of Hermès. Axel Dumas, Hermès’ CEO and a sixth-generation member of the Hermès-Dumas family, finds this amusing, especially as late spring arrives and 166 New Bond Street is unveiled.

“Hermès is, of course, all about the horse,” said Dumas, “But that doesn’t stop us from sometimes moving at a snail’s pace, at a time when everyone is obsessed with Formula 1,” joked the CEO about this extraordinary project, which was conceived over the course of a single weekend in 2009 when the extraordinary real estate proposal reached them: Not one, not two, but six buildings dating back to the 18th century—a time when this Mayfair thoroughfare became the premier destination for luxury shopping among British high society. A labyrinth of floors, staircases, and varying levels and heights—once occupied by Asprey—it was an honest-to-goodness architectural puzzle that didn’t faze either Axel Dumas or his cousin Pierre-Alexis Dumas, artistic director of Hermès.

The Most British of French Houses

“166 is a village,” said Pierre-Alexis, standing at the foot of the staircase designed by Norman Forster—raised for the occasion—whose spiral silhouette evokes both the ribbon of a cockade and a coachman’s whip. “We had two goals here,” Axel said in advance to the festivities on Tuesday. “Since the 19th century, Hermès has also built its reputation on English craftsmanship in the equestrian world. The first, therefore, was to offer a French house’s perspective on what it loves about British culture; the second was to determine what we wanted to bring of our own to the process of breathing new life into every layer of history that has permeated these spaces for decades.”

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As for the ties linking Hermès to the United Kingdom, there’s no particular story to tell: no matter how hard we looked, “the most British of French houses”—in the words of Axel and Pierre-Alexis Dumas’s grandfather—doesn’t care for prefabricated legends. And while Queen Elizabeth II was a fan of its famous scarves (worn, for the most part, in private), the house has only been present in the English capital since the early 1960s. It is merely said that the name of the famous Rocabar pattern might have come from a British craftsman who, referring to horse blankets with geometric lines, spoke of a “rug à barres.”

Historical Works and Contemporary Art

To fully grasp the complexity of this place, we met with Menehould de Bazelaire, Hermès’s director of cultural heritage. This one-of-a-kind woman heads the collection founded in its day by Emile Hermès (1871–1951)—an extraordinary cabinet of curiosities whose doors are occasionally opened to a select few on Rue du Faubourg Saint-Honoré. Paintings, equestrian objects, carriage catalogs, eyeglasses, meerschaum pipes, a baby carriage: it is from this brilliant jumble of odds and ends that De Bazelaire has selected hundreds of objects carefully scattered throughout the 55 rooms (yes, 55), among them contemporary photographs (Martin Parr’s hard-boiled eggs in the tea room, Edouard Boubat’s images elsewhere), and special commissions—be it the floral wallpaper designed by illustrator Katie Scott or the sculpture (of a horse, of course) commissioned from artist Jessica Wheterly, holding court in the atrium.

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A Surprising, Functional Maze

In this sort of village square with original brick walls (whose floor is made of the same wood as that of the Mayfair stables), Hermès teams have hung old shop signs on the walls. “We’re very happy that they’ve found their place,” said De Bazelaire, pointing to both a blacksmith’s banner and that of an (English) bicycle dealer from the late 18th century, not to mention a historic “Saint Eloi bouquet ” (patron saint of goldsmiths and blacksmiths) made up of orthopedic horseshoes. Surprises abound in this astonishing labyrinth where, as Denis Montel, artistic director and vice president of the architectural firm RDAI, pointed out, “we obviously worked with functionality in mind, but also with a focus on telling stories, surprising visitors, and offering unexpected perspectives in this space where signage—as is the case everywhere at Hermès—does not exist.”

There are numerous equestrian paintings, including, of course, those by the painter Alfred de Dreux—the very artist who conceived the famous “duke in a carriage” that became the Hermès logo—as well as a depiction of the King of Bavaria and a vast panoramic scene captured in Hyde Park. “You’ll notice: the horses are always in motion,” De Bazelaire points out to me. It’s true: except on the top floor, where a young Scotsman sits motionless in a room reminiscent of Émile Hermès’s office. Open by appointment only, the room reveals, in addition to this painting, stirrups from South America, a plaster cast of a sculpture of Lady Godiva, a telescoping fork, a collection of keys set against a backdrop of braided horsehair, and even a pair of shoes belonging to the son of Napoleon III and Empress Eugénie, who took refuge after the fall of the empire at Camden Place, about twenty kilometers south of London.

A jukebox and astronomical charts by a German Jesuit

Everything here is ingenious. There are double and triple meanings, a portrait that could be that of the writer Alfred de Musset (an allusion, Menehould de Bazelaire explains to me, to the Romantic period that saw the birth of Hermès), an extraordinary three-quarter-length crocodile-skin jacket, sneakers, and a spectacular jukebox from the Special Collections department. In the fitting rooms of the men’s section—or rather, the space reserved for them—astronomical illustrations by the German Jesuit Athanasius Kircher have been hung on the walls, not far from the drawings of a certain John Lewis Brown who, contrary to what his name might suggest, was indeed 100% French. Just like the signature pyrotechnician, brandishing his two flags—which are actually squares—into the London sky.

The genius of “low key”

Add to that the nearly invisible details, such as the three shades of Rouge H in the three rooms dedicated to leather goods, and you’ll get a sense of the sheer subtlety of this space—one that’s radically different from anything the luxury world has ever produced.

More than just a boutique, this house is an invitation to wander—an adventure straight out of Alice in Wonderland—with its mezzanines, corridors, and even a fully restored Victorian-era elevator. As Montel said, “We’re building here on strong cultural affinities, but also on an idea of English eclecticism and eccentricity”—the giant flowers in the fragrance area speak for themselves.

This air of whimsy carried into an evening celebration in Fulham. In a lush park, Hermès had set up stands featuring cricket, French and English cheeses, and a “real-fake” pub. On the massive mast around which the performers—dancers, actors, and “real-fake” hikers—took the stage stood, naturally, a boxwood horse. And while one had rarely seen so many Birkin and Kelly bags gathered in one place, the mood was decidedly focused on something other than a display of power or that panegyric to celebrity that has become the industry norm. At Hermès, they’re content to speak of the genius of “low-key.”

Badenoch blasts 'moaning' female Labour MPs over Burnham jobs 'quota'

Kemi Badenoch has told Labour women to earn a job in Andy Burnham's Cabinet instead of demanding they are handed jobs because of their gender.

The Tory leader lashed out today amid reports that female MPs are demanding the de-facto new prime minister introduce a 50:50 gender split 'quota' in his government.

Amid reports that former foreign secretary David Miliband is being lined up to return to the role, possibly with his brother Ed as Chancellor, one female minister also complained that Burnham could not have 'more Milibands than women' in the top posts.

But in a scathing article in the Times today Mrs Badenoch told them to 'stop moaning' and get chosen on merit instead of retreating into 'more of the failed identity politics that is holding back our country'.

'There are many, many reasons why you shouldn't have any Milibands in the cabinet,' she said.

'But complaining that the boys haven't given them the right jobs or that the boys are taking all the jobs, just shows that Labour's women still don't get it.'

The idea of quotas was also attacked by Baroness Jacqui Smith, Labour's Skills Minister.

Asked by Times Radio if Mr Burnham should reserve jobs for women, she said: 'No, I think what Andy Burnham should be doing is building the very best team around him to change this country.'

A letter written by the Women's Parliamentary Labour Party has called on Mr Burnham to ensure a 50:50 split between men and women in government jobs

Amid reports that former foreign secretary David Miliband (above, right, in 2010) is being lined up to return to the role, possibly with his brother Ed as Chancellor, one female minister complained that Burnham could not have 'more Milibands than women' in the top posts

But Mrs Badenoch told them to pipe down and get chosen on merit instead of retreating into 'more of the failed identity politics that is holding back our country'

A letter written by the Women's Parliamentary Labour Party and seen by the BBC has called on Mr Burnham to ensure a 50:50 split between men and women in government jobs after he succeeds Sir Keir Starmer.

'We are asking you to demonstrate this change from day one and address the toxicity and misogyny within our own party and government,' it said.

Labour has never had a female leader, while the Conservatives have had three, and Mrs Badenoch urged the government to follow its meritocratic example.

'If you run a meritocracy, then you do not have to worry about jobs for the boys,' she wrote.

'Every woman who is a Conservative MP, every woman who has ever won the leadership, has had to fight to get where she is.

'By contrast, Labour women are demanding guarantees from Burnham. But the truth is he doesn't have to give any guarantees.

'If none of Labour's women are prepared to get their hands dirty and challenge him for the leadership, their demands are toothless.'

'In fact, it's quite revealing that the women's parliamentary Labour Party has written to Burnham asking him to commit himself to at least 50 per cent female ministers.

'This has nothing to do with meritocracy. It is yet more of the failed identity politics that is holding back our country.'

Venezuela Fury and Noah Price subsidising their life by livestreaming

Venezuela Fury and her husband Noah Price look to be making their own way in the world by raking it in from their lucrative social media accounts.

The influencer daughter of Tyson and Paris Fury, 16, has become an internet sensation after tying the knot with her husband Noah, 19, earlier this year.

Since getting married and moving in together the couple have been earning thousands of pounds a month, livestreaming their life as newlyweds in their static caravan in the East Riding of Yorkshire.

And fans can't get enough of their regular life updates on TikTok and Kick, which have proved to be very profitable for the pair.

They look to be supporting themselves after Noah denied that he was given £5million by Venezuela's family as a wedding gift.

Despite his wife's huge family wealth, an estimated combined £160 million, Noah recently told his Kick followers that he 'pays for everything' for the couple.

Making light of the claims about Venezuela's millionaire financial status, Noah said: 'I actually pay for everything unfortunately. You'd expect the millionaire to pay for it wouldn't you.'

Venezuela Fury and Noah Price are earning thousands livestreaming their caravan life - after her new groom insisted he pays all the bills and denied he had £5m handout from her dad

The influencer daughter of Tyson and Paris Fury , 16, has become an internet sensation after tying the knot with her husband Noah, 19, earlier this year

Venezuela then asked their fans: 'Do you think I am a millionaire?'

Noah joked: 'She isn't a secret millionaire guys', before she broke into song and sang: 'But I live like a millionaire!'

But it seems according to estimated calculations from their social media work, Noah and Venezuela can more than afford to support themselves.

Noah has been livestreaming on platforms such as Kick and TikTok, where viewers can send paid gifts or donations.

He was previously encouraging viewers to send gifts on his honeymoon during livestreams, suggesting this is one revenue stream.

Both Noah and Venezuela have built substantial followings on Instagram and TikTok. They can potentially earn money through sponsored posts, brand collaborations, affiliate links and creator payouts.

Kick allows its creators to take home 95 per cent of the £4.99 subscription cost that fans pay.

Streamers keep 100 per cent of direct tips and donations, minus minor standard payment processing fees.

It is unclear how many subscribers Noah currently has because this information is hidden, but he does have 7,200 followers which is publicly viewable.

An industry insider has suggested Noah is making around £400 per video on TikTok, while Venezuela is likely to make £2,000 due to her following count of 1.3 million.

An industry insider has suggested Noah is making around £400 per video on TikTok, while Venezuela is likely to make £2,000 due to her following count of 1.3 million

In one video on their honeymoon, Noah asked his followers if they'd give them some more gifts now that they were married.

In a TikTok live viewed by 20,000 he said: 'Keep liking our videos people, keep sending gifts.'

After saying thank you to several of his followers he joked they should stick around on the livestream and 'watch Venezuela punch me in the mouth'.

The other half of the honeymooning couple said: 'I am, honestly!'

Noah previously confirmed that the pair don't share their finances after they were asked whether they have a shared bank account.

'She earns her money, I earn mine,' said Noah, as Venezuela joked: 'Yeah, what you gonna do about it.'

Noah went on to debunk the rumour that Tyson gave him £5million when he tied the knot with his daughter as he insisted: 'No Tyson did not give me £5million'.

Meanwhile Venezuela is being eyed up by executives for a fly on the wall TV series.

Noah went on to debunk the rumour that Tyson gave him £5million when he tied the knot with his daughter as he insisted: 'No Tyson did not give me £5million'

Boasting 1.3 million TikTok followers, Venezuela is already entertaining fans with her honest musings and candid moments, from cooking to kitting out her and Noah's static caravan home.

And following the success of the Netflix series At Home With The Furys, it is no wonder bosses are wanting to draw on the Fury popularity.

A TV insider said: 'The couple are not A-list celebrities but everyone has become obsessed with their love story.

'People are genuinely intrigued by them. Whether it’s the fact they have married so young, Venezuela’s famous family or their gypsy lifestyle, they have the ‘X factor'.

'Several TV executives think a proper fly-on-the-wall series following their lives as newlyweds in the gypsy community would be fascinating,' they told The Sun.

It is thought Netflix would be likely to produce the series due to their already established relationship with the Furys.

Venezuela's representatives told The Daily Mail: 'We have many offers on the table regarding Venezuela which we are discussing.'