Accessories brand Knomo has opened a permanent store at the site of its office on Great Portland Street.
Knomo previously operated a small pop-up shop at the front entrance.
The 410 sq ft store features a co-working space and glass floor, which allows customers to view its management team and designers working in the office below.
The label also confirmed plans to bulk up its in-store offering later this year with bespoke product personalisation, customer events and feedback opportunities.
Last month Knomo unveiled a Kickstarter campaign to raise funding for a new backpack design.