The concept store moves location and aims to bring a fashion forward crowd with it. WGSN reports
Same name. New venue. The all-new, triple-the-size Dover Street Market (DSM) has opened in its new home on London’s Haymarket, 0.8 miles as the fashion crow flies across London’s West End.
Vogue called it “as much a fashion education as it is a shopping destination” via a warren of new spaces to explore from Comme des Garcons, Céline, and Alaia to Loewe, The Row and Vetements.
It’s as much a “I felt sentimental to say goodbye [to the old Dover Street],” founder and DSM CEO Adrian Joffe told Vogue, “but the excitement of moving forward and raising the bar was a greater emotion.”
He said he expects first-year revenue to hit £28m ($40m), compared with £18m-£19m that the Dover Street unit was generating.
The space, designed by the brand’s brainchild Rei Kawakubo, offers “elaborate and extraordinary installations” across the complex featuring dedicated build-outs from a wide range of DSM partners as well as local designers, according to lifestyle website Highsnobiety.
Additional highlights include a trainer (sneaker) space filled with limited offers and a basement area for NikeLab products.
Kawakubo masterminded the overall space and asked the brands and designers to create their own worlds within it.
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