Icon Outlet at The O2, London’s premium outlet shopping destination, developed by AEG and Crosstree Real Estate Partners, has announced the opening of luxury homeware brand murmur, marking the brand’s first ever store in England.
Murmur is a homeware collection designed in direct response to a growing consumer desire for calming décor in the home. The brand’s debut English store at Icon Outlet spans an area of 1,637sq ft and can be found on the upper ground level.
The store showcases homeware designed with a pursuit approach to relaxed living. It is inspired by nature and offers an array of luxury products that have been created with a calm colour palette and tactile materials.
Elise Nicholson, Retail Director at Murmur, commented on the signing: “Icon Outlet at The O2 is an iconic location with a desirable catchment, and we are excited to finally break into the bricks and mortar market at a destination which spearheads brand ambition and offers consumers a unique experience they cannot find anywhere else in London. At Murmur, we are incredibly proud of our high-quality products, and believe the visitors to Icon Outlet will enjoy our premium collection of homeware.”
