Pringle of Scotland has opened a new flagship store on Mount Street in London's Mayfair.

The new store is located on Mount Street, a street frequented by high-end brands such as Balenciaga and Mackintosh. The new store is housed in a historic Victorian red brick building. The design was handled by Swiss design firm Atelier Oi. Wood and stone, inspired by the landscape of Scotland, Pringle's birthplace, are used throughout the store. The brand's signature argyle pattern is also used on the shelves, hanger displays, and fixtures. The store is finished in a mineral atmosphere using a gunmetal color. In addition to the 2013 Autumn/Winter women's and men's collections, the store also features the latest project, a capsule collection paying homage to Princess Grace of Monaco, called "PRINCESS GRACE: MORE THAN AN IMAGE."