Jasper Conran

Jasper Conran has added new wares like the Vitra Heart Cone chair, chicken wire sculptures by Benedetta Mori Ubaldini and Marie Daâge teacups.

Portrait by Julian Broad

Since taking over his father’s venerable stores last year, the designer Jasper Conran has been quietly revolutionizing the brand. At the flagship Chelsea location in London, shelves brim with Marie Daâge Limoges porcelain, vintage Blodwen Welsh blankets and linens as crisp as Granny Smith apples. There are edgier home pieces by Maison Martin Margiela, chic-beyond-chic stainless steel kitchens by Alpes Inox and divine cloud sculptures that the artist Benedetta Mori Ubaldini makes out of chicken wire. Conran has also added an entire section dedicated to the sort of children’s goodies — pink roller skates, giant buttons, paper pompoms — that you want to buy regardless of age. In May, he will reopen the Conran Shop’s location in Marylebone, complete with a Penthouse apartment, fully decorated and shoppable, and a roof terrace. “I love the idea of the store as a magazine,” Conran says. “It’s about highlighting different things, and discovering and showcasing new talent.” 81 Fulham Road, London SW3 6RD 011-44-20-7589-7401

Not His Father’s Conran Shop was originally published in the Spring Design 2013 issue of the New York Times T Magazine.

Words by Rita Konig. Portrait by Julian Broad.