The Art of Retail, Perfected At The Bicester Collection

There’s something quietly transformative about being handed a perfectly folded package of your day’s shopping – without being burdened down by carrying around a single bag. A handwritten note tucked inside. The attention to detail. The hospitality that spoils you. This is what The Bicester Collection does best: it takes the mundane act of shopping and turns it into a choreography of luxury and hospitality under the summer sun with its 9 European Villages near iconic cities.

Just outside London, I visited the Bicester Village by The Bicester Collection. It was only once I got there that the true breadth of their VIP services sunk into me. It started with a glass of chilled champagne—offered, not asked for—the moment I stepped into The Apartment. Tucked away from the buzz of Bicester Village’s leafy walkways, the space felt more like a private members’ club than anything I’d associate with shopping. Soft lighting, curated art, a scent that was probably Diptyque—but subtler. Inside, the day unfolded like clockwork: a private fitting room, espresso in porcelain, curated edits from labels I didn’t even know I needed. Later, I felt this weird sense of calm as I walked the Village hands-free, with nothing to carry and the false sense of belief that I’d barely begun shopping here.

It didn’t feel like a transaction; it was hospitality at its finest.

A New Kind of Destination

With nine open-air Villages across Europe—from Milan to Madrid, Paris to Brussels or Antwerp —The Bicester Collection has redefined the traditional shopping model as a cultural journey. Each destination offers an environment rooted in its region’s architecture, art, and identity – the boldness of Barcelona in La Roca Village’s exquisite Catalan architecture or the quaint pastoral countryside that surrounds Bicester Village in London. Together, they make up a new kind of travel map—one where fashion, design, art, and food converge easily.

Whether it’s Michelin star dining at La Vallee Village near Paris, artisan showcases in Las Rozas Village, Madrid, or sculpture gardens in Kildare Village, Dublin, each Village serves as a cultural lens into the region it inhabits—anchored by best-in-class service and world-class brands.

This summer, the Villages are curating a season of art, food, sport and storytelling. Here’s a look at what’s on offer.

30 Years Of Influence: The Village Edit

Bicester Village, London

Marking its 30th anniversary, Bicester Village has always been ahead of its time and has slowly become the compass for every traveller. This summer, the village launched The Villager – a print editorial project capturing the Village’s position not just as a shopping destination, but as a guide to discovery. Whether it’s a hidden farm-to-table spot near Chipping Norton or a minimalist boutique hotel in Marylebone, The Villager doesn’t just suggest what to buy—it sketches a whole world around it. Slow trains, hidden pubs, independent inns, countryside charms—it has it all.

Gastronomy Meets Fashion

La Vallée Village, Paris

Just outside Paris, La Vallée Village is staging a symphony of fine dining and sporting elegance. First up: a culinary takeover by three-Michelin-starred chef Christian Le Squer, of Le Cinq fame, at Menu Palais. The seasonal menu is a masterclass in precision—with signature dishes like the Spaghetti Debout en Gratin.

But the Village’s Summer of Sports campaign is where things get interesting. From the Pro-Am LVV Golf Cup to the Trophée de l’Élégance clay court tennis event, this retail destination also marks itself as a destination of exhilarating cultural finesse.

An Ode to Craftsmanship

Las Rozas Village, Madrid

This year, Las Rozas Village, just outside of Madrid, is celebrating its 25th anniversary. And as an ode to craftsmanship, it has launched Mano a Mano – an homage to artisans who are preserving traditional techniques. Through a rotating curation of ceramics, textiles and raw material-based installations, the Village becomes an artistic journey through Spanish heritage this summer.

It’s not just about what’s on the rack—it’s about the hands that made it, the stories they tell, and the creative intersections that turn boutiques into design studios.

The Creative Republic

Kildare Village, Dublin

Just an hour from Dublin, Kildare Village is quietly becoming Ireland’s most compelling cultural space. This season, it launches the Irish Designer in Residence Series, spotlighting homegrown talent—from fashion to jewellery—with a strong commitment to sustainability and artisanal practices. 

As part of this creative season, the Village has also unveiled Ireland’s largest outdoor sculpture garden in collaboration with The Kildare Gallery. This has resulted in a space where shopping, art, and architecture converse in unexpected, elegant ways.

La Dolce Vita, Bottled

Maasmechelen Village, Antwerp

This summer, Maasmechelen Village is shaking up Belgium’s calendar with its most photogenic attraction, Le Spritzz Terrace. Open from June 28 to August 31, this isn’t your average pop-up—this is a sun-drenched slice of Capri-meets-Positano in the heart of the Village, crafted in partnership with Aperol.

Expect curated DJ sets, a live performance by Belgian icon Anouk Matton, late-night shopping soirées, and a book signing by local tastemaker Lorentia Veppi. Add to that an Assumption weekend celebration mid-August with extended hours and spritz specials, and you’ve got the makings of a Belgian summer that feels anything but grey.

Designed for the Discerning

Across all nine Villages, The Bicester Collection is unified by one idea: to offer more than access—to offer immersion. From discreet VIP services to cultural calendars, from decadent cuisine to design-led installations, the Collection invites travellers not just to browse, but to belong.

Discover more at www.thebicestercollection.com.