LONDON — Ladurée is marking two decades in the U.K., and at Burlington Arcade, with a new, world-first interiors concept and the exclusive launch of its first matcha range of pastries and drinks made from premium organic green tea leaves sourced from Uji, Japan.
The shop, which faces Piccadilly, has become a landmark over the past two decades, spawning a string of other locations in the U.K. and capturing the imagination of myriad brands, including Manolo Blahnik, a neighbor in the arcade.
Earlier this month the luxury footwear and accessories brand worked with Ladurée to create a selection of colorful macarons to herald the upcoming opening of the “Marie Antoinette Style” exhibition at the V&A, of which Manolo Blahnik is the sole sponsor.
The new matcha macaron, which is debuting at the Ladurée in Burlington Arcade in London.
To mark its 20th anniversary, Ladurée, which was founded in France in 1862, swapped its opulent gilded interiors for polished brass and bespoke carpentry. The company said it wanted to balance modern sophistication with historical charm and create a “pared-back, 21st century take on traditional Parisian luxury.”
The store was designed in collaboration with the Paris-based Studio Ravn, with handmade shelves and clear counters meant to highlight the colorful pastries on display. The façade that looks onto Piccadilly is in Ladurée’s signature shade of pastel green with large, inviting window displays.
Mélanie Carron, group chief executive officer of Maison Ladurée, said the brand and Burlington Arcade have a lot in common.
“Burlington Arcade and Ladurée were both born in the 19th century — two institutions shaped by the same historical spirit of elegance, refinement and urban sophistication. In renovating the space we made a conscious choice to preserve that golden touch while introducing subtle modern touches. The result is a boutique that feels both timeless and relevant,” she said.
Inside the newly refurbished Laduree in London’s Burlington Arcade.
She described the anniversary as a “significant milestone” for Ladurée.
“Our boutique at Harrods, which opened in 2005, was our very first international location. It marked the beginning of our big adventure abroad, and a new era for the maison. The renovation of our boutique in Burlington Arcade today is both a tribute to that journey and a reaffirmation of our long-term commitment to the London market.”
Carron added that while Ladurée has a faithful client base in London, made up of locals and tourists, it is keen to engage with a younger customer. That’s one reason why it chose London for the debut of the new matcha collection, which Carron described as in keeping with the brand’s tea heritage.
Asked during an interview about what flavors will follow matcha, Carron said there will be popcorn macarons for Halloween, and Christmas spice ones for the holidays. She added that over the past 20 years in the U.K., consistent bestsellers have been pistachio and chocolate.
In addition to macarons and pastries, the new London boutique is offering takeaway items, matcha lattes and other drinks. It is also offering a cream tea experience, with Champagne, and there are plans for an exclusive Burlington Arcade x Ladurée Picnic Box.
The newly refurbished Laduree in Burlington Arcade, with the entrance on Piccadilly.
Trupti Shah, commercial director of Burlington Arcade, said “Ladurée perfectly reflects the curiosity and craftsmanship that define the arcade.”
She said the new store enhances the experience for visitors and underlines owners David and Simon Reuben’s “commitment to maintaining Burlington Arcade as one of London’s most iconic luxury destinations for retail and cultural experiences.’’
The Reuben brothers purchased the arcade, which runs between The Royal Academy of Arts and Bond Street, in 2018 for 300 million pounds. Since then they have been upgrading every inch of it.
Earlier this month, the arcade, which has served as a shopping thoroughfare since the 1880s, welcomed jeweler Stephen Webster’s new flagship. It spans three floors, and has a No Regrets Lounge in the basement, similar to the bars that Webster has in Nashville and Beverly Hills.
The handmade shelves and clear countertops at Ladurée in Burlington Arcade in London.
To mark the launch, Webster worked with the arcade on an installation called “The Jewel of Mayfair,” with a carpet that runs the length of the arcade, nearly 560 feet, featuring stones and designs from each chapter of his 50-year career.
There is also a multicolored iridescent sculpture, reminiscent of Webster’s Crystal Haze faceting technique, suspended above the central bay.
Other brands in the arcade include Azza Fahmy, Gagosian, Lalique, Borsalino and the Neapolitan tie-maker E. Marinella.