Introducing the House of ByRo, the largest-ever fashion rental pop-up. As By Rotation turns 5, we celebrate with a 5 story townhouse in the heart of Mayfair. A place to meet your fellow Rotators IRL, browse and rent designer fashion for less and now purchase resale and lifestyle items in-store.
From Friday 25th October to the end of 2024, the townhouse will be open 12 pm - 6 pm daily. Browse from a specially curated rental edit from coveted celebrities, tastemakers and brands, including Dame Helen Mirren, Ellie Goulding, Huntsman Savile Row, Khanums and more.
Scroll on to find out how this sustainably curated townhouse came to life.
Join us this festive season to browse and rent your occasion wear in store with our team. Think 16Arlington, Taller Marmo, Solace London, Dior and more. Not only this you can now purchase select resale items, jewellery and soft furnishings.
Location:
31 Brook Street, Mayfair
W1K 4HF
Opening hours:
Wednesday - Sunday 12 to 6pm
Thank you to Westminster City Council’s ‘Meanwhile On’ project for selecting us to take over the store and Someday Studios for helping us bring to life our townhouse.
Inside the House of ByRo, Mayfair Townhouse
This pop-up was carefully curated with our north star of community in mind, therefore it's been proudly designed and supported with several eco-friendly partners. Discover more below.
Our friends at Homebound furnished both studio spaces and fitting rooms at the pop-up with their latest pieces. Including two boucle arm chairs, sheepskin armchairs, their Amalfi side table and more.
Rewind 2 weeks prior, the team at Lick gave the pop-up space the refresh it needed. As well as adding a pop of colour inside our fitting rooms, a special thank you to Ben Russell Interiors for updating the space.
Pelican House, Handcrafted Rugs
We partnered with Pelican House to bring our shop window to life with their handcrafted green Serpent Myrtle rug and another on the lower floor.
Colours of Arley, Bespoke Stripped Fabric
When it comes to the photo moments of the store, we knew it had to be special. Spot the By Rotation colours in the fitting rooms, as Colours of Arley brought to life our vision. The vibrant curtains are made from recycled plastic and custom made to the space.
Not only this, we added a swamp green and sycamore chaise on the lower ground for your in house photoshoots. P.S. Sequins look incredible here.
Huntsman Savile Row, Luxury Menswear
For the first time ever, we've partnered with luxury menswear company Huntsman Savile Row to bring you their archival collection. You can rent the collection on the By Rotation app and try on the pieces at the House of ByRo.
On to the Details
The finishing touches to the townhouse did not miss the sustainable memo.
Ett Hem creates a design-led curation of the highest quality faux flowers, which beautifully compliment the interiors.
Addison Ross, Luxury Home Accessories
It wouldn't be a By Rotation pop-up without pink and green accessories, these Addison Ross scalloped edged trays display luxury, style and quality.
In-store Purchases
You can now purchase select designer items, accessories and lifestyle items in-store. Including statement jewellery by Anisa Sojka to pair with your festive rentals. Discover pouches by Angie Power made from luxurious interior fabrics and purchase hand made contemporary DB Ceramics by Deborah Brett, from plates and cake stands to matches and linens.
Join us this season at the largest-ever fashion rental pop-up, The House of ByRo until the 31st December 2024. We're looking forward to welcoming you.
