The 7500 sq ft store is set over two floors in the site that was previously occupied by home furnishings chain The Pier, before it fell into administration
The store aims to present Dwell’s range of contemporary furniture in a series of themed areas to “encourage customers to explore and experience different interior styles”.
Dwell is poised to launch a localised campaign to promote the opening of the new London store.
In addition, the chain is launching a nationwide “editorial style” press campaign out at the end of February to promote its spring/summer collection to a wider audience.
Dwell marketing director, Sean Galligan, says: “2010 is about targeted marketing and speaking to an array of consumers in different ways not shoe-horning everyone into a “one size fits all model”.
The opening of the flagship store follows an expansion strategy throughout 2009 which saw the chain launch its first concessions in Selfridges and House of Fraser and open new stores including one at Westfield’s White City development in West London and Dwell founder Aamir Ahmad plans to grow the chain to 45 stores in five years, it currently has 17 stores.