Waterstones (London)

 bookshop, Grade II* Listed (UK)

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Former Simpsons of Piccadilly.

Simpsons of Piccadilly was a large retail shop which traded at 203-206 Piccadilly in central London and was built as a quality clothing store specifically for men in 1935–36. Opened for business in April 1936.

The architect of this multiple-floor Art Deco building was Joseph Emberton, and Simpson's was the first shop in Britain to have an uninterrupted curved-glass frontage. This new style was made possible by arc-welding a wide-span steel frame, rather than earlier techniques which involved using bulky bolted joints. The interior was designed with rooms conforming to domestic proportions arranged around an open staircase. Straddling two streets, the building has entrances in both Piccadilly and Jermyn Street, where it replaced the former Museum of Practical Geology.

www.waterstones.com/bookshops/piccadilly
en.wikipedia.org/wiki/Simpsons_of_Piccadilly