Lulu Guinness has opened her first central London store in Mayfair's Burlington Arcade.

The accessories designer's flagship store is in the 18th Century shopping strip and stocks all of her latest collections, as well as a limited edition, collectable bag for the opening, which will only be available at that particular store.

Label CEO Martin Mason said: "Burlington Arcade is perfect for Lulu Guinness's first store in W1 as it is quintessentially English and has so much history being the world's oldest shopping arcade - it is something London should be significantly proud of.

"Burlington Arcade is undergoing a grand transformation to become a prime luxury location without losing any of its unique charm and Lulu Guinness is pleased to be part of this."

Lulu's store has been designed by architect Peter Marino, who has previously created interiors for Louis Vuitton and CHANEL.

Martin added: "The store design Mirrors our flagship store on Ellis Street, but also we have tried to reflect the arcade's unique heritage.

"The store is based over two floors with the first floor having windows that open into the arcade. There is plenty of Lulu touches, like the red lips sofa and collectables cabinet. I wanted the store to be the most alluring in the arcade."

He also thinks now is the perfect time to open a central London store, as 2012 will see the Olympics and royal celebrations for Queen Elizabeth celebrating 60th anniversary of rule.

Martin told "With the Olympics and Golden Jubilee in 2012, we also thought it was the perfect time to open a store in W1."