Another post on bookstores.
Assouline is a publisher of books that serve as luxury lifestyle accessories. They are based in New York but the flagship store is in London, opened in 2014. We were in London during Christmas 2018.
The store is situated between two other book-lovers destinations – Hatchards and Waterstones – mainstream bookstores. I made a post on Waterstones before – click here. The Maison announces its presence on Piccadily in a large sans serif font. While the signage is modern, the interiors of the store is not.
The Maison Assouline did not feel like a bookstore at all with its high ceilings and wood-paneled walls. I do not remember seeing any window that looks out to Piccadilly. A passerby will have no idea what is behind the door.
The heavy walls and doors effectively blocked out the traffic noise, transporting the shop to a seemingly less busy locale.
The store felt like a library at first until one sees the nice bar (Swans Bar) which also serves coffee.
The subject matters of the books are fairly homogeneous – images of luxurious travels, designer clothes, jewelry, and various kinds of objects of desire. They created this company to be the first luxury brand on culture. They wanted to supply everything for a contemporary library for the well-healed.
The publisher has a rather small catalog. I see multiple books about Dior and Chanel. Yawn … .
They don’t waste shelf space to sell books by other publishers – so it seems.
Opened for browsing are copies of “The Impossible Collection of Design” and “The Impossible Collection of Art”. It is certainly impossibly heavy and beautifully presented. Quintessential coffee table tome.
I wonder what is the average word count per page of the books published by Assouline.
Assouline claims that their boutiques are “where one can discover a world of good taste, excitement and intellect, a place where “culture can be acquired” within a luxurious environment.” They are pretentious and honest about their intention.
We have observed a growing trend in many bookstores around the world – many other lifestyle items are often sold next to books. In Maison Assouline, I think the ratio of books to other items is skewed more towards the soaps, scented candles, furniture, etc.
Given the small number of books and their prices, one has to wonder which is the profit driver – the accoutrements of a good life or the books (they are not mutually exclusive as some books can fill that role).
We did not see the rest of the shop but there are two more floors of luxuries, including not only rare books, but also service – library interior design with bespoke furniture.
Contrast this store’s concept of exclusivity against the commonality of Amazon Books in Walnut Creek – click here to see that post.