Palace Opens 2,700-Square-Foot Soho Flagship, Closing Brewer Street

Palace opens a 2,700-square-foot, multi-story flagship at 8 Poland Street in London's Soho on Thursday, replacing the streetwear brand's original Brewer Street location, which closed on September 21.

The move consolidates Palace's West End retail presence one street over from its former home. The new store sits among streetwear neighbors Aimé Leon Dore, OVO and LFDY, plus the Vietnamese eatery Banh Mi Keu. Palace announced the unveiling on Wednesday.

The design draws on the brand's history and the city's architecture, the brand said. It borrows cues from the British Museum and the stained glass of British churches. Archival photographs and references to the original shop appear throughout, treated like museum exhibits.

What does the interior contain?

Materials are concrete, steel and oak paneling, with parquet flooring and white walls. P-shaped marble tiles echo the surfaces of Palace's first store.

Fixtures carry the brand's retail history:

• A triangle-shaped oak bench and stool.
• Victoria benches referencing Manor Place, Palace's experiential space in South London built with Nike.
• A Rolls-Royce grille salvaged from the old Brewer Street store.
• A bespoke door handle shaped as an infinite loop, which doubles as the door number.

What product sits behind the launch?

The opening anchors a super-limited, store-only, 10-piece capsule with English heritage luxury brand Burberry, as previously reported. The range includes a honey-beige Camden car coat printed with artwork inspired by the British countryside and a cashmere Burberry check scarf carrying Palace branding. A hooded jacket, shirts, T-shirts, a cap, shorts and a skateboard in house check complete the lineup, alongside a polo embroidered with a Poland Street graphic.

The store will also sell a London-exclusive apparel and accessories collection embossed with the number eight, referencing the Poland Street address, with a subtle nod to Palace's triangle logo, according to the brand.

Both drops are store-only. That channel restriction turns the flagship itself into the distribution mechanism — a traffic play that limits resale channels and ties the Burberry partnership's volume directly to one location's capacity.

Where does this fit in Palace's retail expansion?

The Poland Street opening extends a steady global rollout. In 2026 alone, Palace opened its first Hong Kong store in Causeway Bay, its first mainland China store in Shanghai's Zhangyuan compound, and its first permanent Southeast Asian flagship in Singapore.

The brand also expanded its South Korean footprint over the summer with a 1,500-square-foot flagship on the first floor of Lotte World Mall in Songpa District, adjacent to Lotte World Tower — South Korea's tallest building at 555 meters and 123 stories.

The Soho flagship now stands as the largest documented node in that network at 2,700 square feet, nearly double the Seoul unit. Whether the Burberry capsule signals a deeper ongoing licensing arrangement between the two brands, or remains a one-off store-exclusive drop, Palace has not said.