On a quiet stretch of Mayfair at 15 Carlos Place, a hypnotic, oblong light installation by American artist James Turrell is illuminated in the doorway, while inside hangs a John Chamberlain crumpled metal sculpture, above two Michel Buffet wicker chairs. It’s not an art gallery or an interior design studio, although you’d be forgiven for thinking otherwise – it’s The Row’s first UK flagship boutique.

Founded in 2006 by former child actors Mary-Kate and Ashley Olsen, The Row is synonymous with quietly confident, understated luxury – relaxed cashmere jumpers, woollen tailoring and minimalist, logo-free leather accessories with prices generally upwards of £1000. The Olsens, now 33, design clothing far beyond their years, creating elevated staples in shades of black, navy, ivory and fawn, with a focus on texture and detail. Intelligent women are drawn to The Row, in the same way that they were Céline during Phoebe Philo’s tenure, for its considered timelessness, comfort and discretion.

The light-filled boutique has been designed in collaboration with architect Annabelle Selldorf and features plenty of open space, curated with a host of big names in mid-century design including Le Corbusier, Gio Ponti, Eckart Muthesius and Jean Lurçat. Similar to retail models in Los Angeles and New York, furniture and artwork in the boutique is available to buy, as is the home fragrance that scents the space, created by LA-based perfumer L’Oeil du Vert.

Customers can shop collections for both men and women, as well as a curated edit of accessory and homeware brands including fine jewellery by Ana Khouri, Masa Ceramics and Augustinus Bader skincare.

While distinctly more minimal, the approach to retail is not too dissimilar to the model adopted by fellow Carlos Place resident Jessica McCormack, who presents her precious diamond jewellery against a backdrop of art, antiques and curated collectibles. The boutique is also positioned a few doors down from the Matches Fashion townhouse, which is known for its rotating edit of art and fashion. The welcome addition of The Row proves that in this digital age, Carlos Place still holds sway.