In Brief

The designers behind a new experimental building hope that people will tour each floor and linger for up to an hour

The owners of a multi-functional building in London’s hip Shoreditch neighborhood hope to radically change the consumer experience when people visit it.

James Brown and Christie Fels who run the Blue Mountain School hope that people will be more concerned with experience than the shopping. Visitors will be able to visit a room to listen to a curated mix of underground music, a high-end ceramic studio and an archive of 100 artisanal-luxe garments gathered by the owners and displayed in the basement in steel archive cases that can be wheeled apart.

One approach to delivering an altered experience will be to give museum-like tours of the businesses in the building. Visitors will be guided around the building by one of its 15 staff for 45 minutes to an hour.

Writing in the Telegraph, the writer Caroline Roux says,

“It is not a shop, though things may be bought; and it is not a gallery, though there is an exhibition space… Blue Mountain School is one of a kind too, a place of experience and imagination. A little bit precious, yes, but somewhere to slow things down and savor the ultimate luxury that is neither expensive fashion or fancy food but time to linger.”

The space also includes a restaurant from the chef Nuno Mendes which only seats 14 people. Diners need too book and pay in advance and Roux reports that they and can eat around a huge oak table or standing up in the kitchen if they so wish.

More images of the Blue Mountain School can be found on the site of photographer Lewis Ronald.

Blue Mountain School

The owners of a multi-functional building in London’s hip Shoreditch neighborhood hope to radically change the consumer experience when people visit it.

James Brown and Christie Fels who run the Blue Mountain School hope that people will be more concerned with experience than the shopping. Visitors will be able to visit a room to listen to a curated mix of underground music, a high-end ceramic studio and an archive of 100 artisanal-luxe garments gathered by the owners and displayed in the basement in steel archive cases that can be wheeled apart.