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Brief Published: 4 Dec 2020

A/W 20 New London Store Openings

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Colourful Standard, Regent's Street

From a renovated townhouse concept to an art collective takeover for a major luxury brand plus a strong focus on eco-ethical brand spaces, London has boasted myriad openings in recent months despite a second national lockdown. We highlight the best.

  • Colourful Standard Delivers Concrete & Colour: Danish fashion brand Colourful Standard has made its standalone store debut on Regent Street. Unequivocally spotlighting its hero products – it's known for its ethical manufacturing and produces high-quality basics in a set range of 38 colours each season – the store's walls and floors are cast in concrete, ensuring that product and colourful metal shelving ‘pops’ against an industrial background.
  • Ace & Tate Boosts Circularity Credentials: Dutch eyewear brand Ace & Tate’s new Marylebone store showcases its new Responsible Retail Design concept: modular units in blonde wood can be easily repurposed should the brand’s needs for the physical space change. Eyewear display boards are suspended from a sparse wooden frame which runs the length of the store while brand messaging is written on freestanding wooden boards. Consciously low-fi, it promotes a makeshift, always-in-flux mentality. 

See also Reframe: Ace & Tate x Depop Circular Eyewear Model. 

  • Burberry Swaps Café for Art Installation: Seeking to emphasise its connection to artistic enterprise, Burberry has temporarily closed its Thomas’ Café in Mayfair to host a pop-up, House of Bandits, in partnership with late fashion designer Alexander McQueen’s Sarabande Foundation. Showcasing artists and designers’ work alongside in-store workshops and classes, the rotating cast of residencies and window installations showcase the likes of British illustrator Stephen Doherty and multidisciplinary designer Joshua Beaty. Beginning in October, it runs until Christmas Eve.
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Ace & Tate, Marylebone
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Burberry x Sarabande, House of Bandits, Mayfair
  • Adidas’ Home of Originals: Adidas’ new Carnaby Street ‘Home of Originals’ flagship houses new lines alongside archival pieces. In direct contrast to it previous major London opening – an app-powered space emphasising technical prowess and sporting savoir faire – the low-tech gender-neutral store emphasises the brand’s design heritage, underscoring its grounding in music and fashion. Concrete ceilings contrast with Persian rugs while the space features seating from UK eco-friendly menswear designer Bethany Williams and neon lighting from North London neon museum God’s Own Junkyard.

For more on Adidas' evolving store design strategy see the section A Culture Less Brand, in Leaning into Local

  • Levi’s Eco-Ethical Showcase: Levi’s new ‘Haus’ store in Soho is a temple to its work on sustainability. It’s home to ‘Levi’s by Levi’s’, an initiative which makes new product from deadstock and worn-out denim that is then repaired or recycled. White walls and wooden floors provide a plain backdrop to outsized framed vintage items while a pegboard display depicts the brand’s key archival items. The store also features a Levi’s Tailor Shop, which repairs or customises worn-out Levi’s jeans. For more, see Raising the Archives: Exhibition-Style Brandships. 
  • Thom Sweeney’s Gentleman’s Club: British tailor Thom Sweeney’s new four-storey townhouse in Mayfair houses two retail floors, it also boasts a barber (housed in a subterranean arched space featuring roughly plastered white walls and dark wood fittings) and a ‘hidden’ marble cocktail bar offering snacks from famed London chef and restaurateur Jason Atherton.
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Adidas Home of Originals, Carnaby Street
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Levi's Haus, Soho
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Thom Sweeney, Mayfair
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Thom Sweeney, Mayfair
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