Just in time for preppy season, GANT brings its Scandinavian lens on East Coast style to the heart of Mayfair. For its Fall/Winter 2025 campaign, the Swedish brand has transformed the acclaimed restaurant Mister Nice into The Gant House a month-long experience where fashion, food and culture come together.

The journey begins in The Dining Room, an elegant yet welcoming space that channels the warmth of East Coast hospitality. For one month, Mister Nice serves a specially created menu where American classics are given a French twist. The dishes arrive on dinnerware designed with references to GANT’s collegiate style, while small details  from matchboxes to coasters subtly nod to Ivy League traditions. It is dining, but with layers of storytelling woven through every element.

Beyond the dining room lies The Lounge, a moodier corner lined with dark wood and softly lit to encourage long conversations over wine. Guests can discover carefully chosen vintages, linger over classic board games or lose themselves in the retro-inspired soundtrack. On Friday evenings the atmosphere shifts again, with rotating programs of music and art that place GANT’s heritage in conversation with contemporary culture.

A few steps away at 20 Davies Street, the story continues. Here, GANT has opened a pop-up boutique presenting a curated edit of the Fall/Winter 2025 collection. Signature shirts, tailored blazers, knitwear, outerwear, shoes and accessories carry the same balance of refinement and ease that has defined the brand for decades. It is an invitation to bring a piece of The Gant House into everyday life.

“We wanted to create more than a traditional campaign, an experience that truly captures the soul of GANT,” explains Fredrik Malm, EVP Global Commercial, Brand & Product at GANT. “By bringing food, culture and style together under one roof, and by opening a curated pop-up, we are inviting our community to engage with both our heritage and our modern expression.”

The Gant House opened during London Fashion Week on September 18 with a housewarming party for the brand’s closest friends. From September 19 to October 15, the takeover at Mister Nice and the pop-up on Davies Street welcome the public into this world of East Coast elegance reimagined in the heart of Mayfair.