Premium fashion/natural fibre specialist Sheep Inc is opening its first-ever ‘flagsheep’ store off London’s Carnaby on Newburgh Street, Soho. 

More than just a store, the space is deemed a “multi-sensory playground” with every corner designed “to seduce the senses”, inviting customers to fully immerse themselves in the brand “through tactile exploration, artful design and storytelling”.

A blueprint for future locations, the store’s interior balances a “modern, minimalist gallery aesthetic with naturally sourced materials” including reclaimed wood, natural cork, wool textiles and green areas “that echo pastoral landscapes while reinforcing the brand’s regenerative ethos”.

Signature installations include sculptural sheep head mannequins and immersive zones such as the Softcore Room, where its signature blend of ultra-soft New Zealand wool “meets enveloping soundscapes”.

Meanwhile, “touch is central” with the space “shaped by material and craft”, where interactive displays encourage shoppers to touch and digital screens invite tactile exploration “showcasing the journey from sheep to sweater”.

Edzard van der Wyck, co-founder & CEO, said: “We set out to create more than just a place to shop. It’s… designed to surprise, delight and fully immerse people in the [our] world. We want every visitor to leave feeling part of our Flock.”