Anya Hindmarch established her eponymous label in 1987, creating beautifully made accessories with a mega playful streak, whether by putting googly eyes on a handbag or turning familiar objects into covetable pieces. This season brings a Crayola pencil case, a British Airways Concorde passport case and a Tunnock’s Caramel glasses case to the mix. And, of course, Hindmarch’s Chelsea ice-cream parlour The Ice Cream Project has become a summertime staple for serving similarly unexpected flavours (Lurpak ice-cream, anyone?).
That same sense of fun can be found in the way she approaches retail in London. The Village, her cluster of stores on Pont Street in Chelsea, is where fashion, food and ever-changing experiences sit happily side by side. Alongside multiple shops and a “village hall” that has hosted a hairdresser, a greengrocer and a collaborative pop-up with Boots, among other concepts, is the Anya Cafe, serving breakfast, lunch, afternoon tea and early evening tipples – and it’s all in service of making shopping feel thoroughly fun.
So, who better to show us around her London? Hindmarch shares with Broadsheet the restaurants, shops, cultural haunts and lesser-known spots she returns to, and where she escapes for a dose of serenity.
How do you usually spend your days in London?
I am usually working, but no day is ever the same. I live in Westminster and the office is in Battersea, so my daily commute involves crossing the Thames. It’s a great way to bookend the day. I work with my husband, and I like my short commute to put to bed the issues of the day, although he would say I never stop talking about work.
What do you love most about London?
The creativity, the history, the people, the diversity ... I could go on. It’s my favourite city in the world. I know how lucky I am to have world-class theatres, galleries and museums on my doorstep, and I try to drink in as much of it as often as I can.
Which part of London feels most like home to you?
Pont Street. It’s home to my little parade of shops, The Village, all clustered around the Anya Cafe, which is possibly my favourite place in the world.
Where would you take someone you wanted to impress?
It’s more about timeless hospitality for me than specifically trying to impress. Jeremy King is the master, and his rooms are always places I want to spend time. The bar at Arlington, a corner table at Simpson’s. I also love Claridge’s for a very special celebration. Rochelle Canteen for lunch in the summer, E Pellicci or Regency Cafe for the full English, Cafe Cecilia at the weekend, Toklas outside on a warm day ... I could go on.
Where do you go for a cup of tea, a Martini or a pint?
The Fox & Hounds on Passmore Street. Or The Nags Head on Kinnerton Street, Dukes Bar for a Martini and a cabmen’s shelter for a cup of tea, which is a real British experience.
What’s a recent cultural outing in London you particularly loved?
I loved Tracey Emin’s exhibition A Second Life at Tate Modern, where I am a proud trustee. It felt intimate, honest and brutal all at the same time. I am excited about The 90s exhibition at Tate Britain and Es Devlin’s retrospective at the Design Museum. I also love choral music, so anything by The Sixteen, The Tallis Scholars or Eric Whitacre.
What’s the essential play, TV show, song, book or film about London?
Like everyone, it seems, I’ve been reading London Falling by Patrick Radden Keefe recently. It is sad and dark but charts the rise of boom-time London. Slow Horses sums up Britishness for me. Gary Oldman nails it. Grubby, yet brilliant, layered and funny.
Where do you go in London when you need creative inspiration?
I love to just walk. I often do guided history walks with friends and family, and I have found the most amazing guide called Meg Ryder. She recently took us on a walk from Tower Bridge down to Rotherhithe, ending at The Mayflower pub. It’s fascinating to have an expert talk you through the layers of history and the stories of the Thames, while seeing cutting-edge architecture cohabit with much older buildings. It’s endlessly inspiring.
What’s the most beautifully designed place in London?
That is a tough question. I love the ever-evolving skyline and contemporary architecture that blends in with the old: the Lloyd’s Building, the Barbican, Battersea Power Station, the Serpentine North (formerly known as the Sackler Gallery) and Coal Drops Yard. Some of the old streets in Deptford are pretty special, too.
Which gallery, museum or historic house do you like to frequent?
I love Tate Modern and Tate Britain. Their programming is world class. Also, the Royal Academy, the Design Museum and the V&A, of course. Smaller museums such as The Postal Museum, Sir John Soane’s Museum, the Foundling Museum and 575 Wandsworth Road are really worth a visit, too.
What are your favourite shops?
John Sandoe Books, Laird Hatters, Books for Cooks, Choosing Keeping, L Cornelissen & Son and Connolly.
What has creating The Village taught you about London and the way people shop?
If retail is to exist in an increasingly digital world, we need to give people a reason to visit. The Village Hall, our ever-evolving concept store, is home to The Ice Cream Project over the summer and Anya’s Grotto at Christmas. In between, it has been a nail bar, grocer, chemist and hair salon, to name a few. I think people want experiences and a sense of connection to the brands they choose to shop with. It’s wonderful to see it alive with so many different communities at each new iteration.
Where do you head when you need a break from London?
Wiltshire. We have a little cottage where we escape most weekends. It’s a balm for the soul. Or, closer to London, Petersham, by the river, and Petersham Nurseries for lunch.
