Chapeau! @ Mount Street 2024 was a six-week pop-up in May and June 2024, showcasing Britain’s finest millinery on Mount Street, Mayfair. A collaboration between top British Hat Guild milliners and Grosvenor Estates, it offered a curated selection of premium hats, perfect for the special event season, including Royal Ascot.

Twelve milliners each created ten exclusive pieces, ensuring a constant display of 120 hats, replenished as needed.

To enhance the shopping experience, milliners took turns in-store, offering expert styling advice while gaining insight into customer preferences. Chapeau! successfully blended craftsmanship, luxury, and personal service in a truly unique retail experience.