Young fashion brand Lipsy has opened its first store in central London as part of the new Next Oxford Street development.
The 2,342 sq ft retail space is on the corner of Oxford Street and Berners Street and was previously the site of the Plaza shopping centre, which closed in 2016.
The art-deco themed store is decorated with white marble and gold accents, creating an Instagrammable environment. iPad screens around the store display seasonal look books.
Lipsy ceased sales through its website earlier this year in order to focus on in-store sales and selling through other channels including the Next website and Asos.
The brand has seen a 23% increase in turnover and 15% increase in profit in the year ending 27 January 2018.