Sep 22, 2017 | By Samuel Trotman
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It’s been a busy week for denim stores! Last Thursday marked the opening of a much-anticipated Cheap Monday store in the unofficial ‘Denim Street’ in London: Carnaby street. Then yesterday saw denim giants G-Star Raw open the doors to their biggest ever flagship in the iconic Times Square area of Hong Kong. Here we explore both the interiors and the launch parties of both events:
On February 17th, Cheap Monday opened up its first U.K. standalone store. The celebrations started before the official opening with jeans and a roving party bus. The bus traveled between London Fashion Week’s hub, Somerset House, and the Cheap Monday store, with spontaneous stops along the way. In East London and the area around Soho, early-rising Cheap Monday fans woke to find their favorite jeans on buildings and fences, adding to the build-up of suspense.
In addition to F/W 12 products, a smaller edition of the much sought after S/S 11 showpiece Clear Plastic Ankle Boot was on sale together with a number of limited-edition T-shirts by Cheap Monday’s graphic designer.
37/39 Carnaby Street
Living up to its standard of melding performance, art, music and fashion, G-Star hosted for an eclectic night and a memorable live stunt to excite the denim crowd. The official opening ceremony commenced with stunt men and women running down the façade of the building (see amazing images above) and also featured a traditional Chinese lion dance, a champagne crusher handled by American Grammy nominee Skylar Grey and Chinese singer and actor Aaron Kwok, and a denim curtain revealing a tableaux vivant.
In store the guests experienced an acoustic performance of the American singer, songwriter, and record producer, Skylar Grey and G-Star’s Pop-up show, transforming a collection presentation into live interaction.
The Hong Kong store is G-Star’s largest in the world, accounting for 680 square meters / 7,319 square feet. G-Star has expanded rapidly over the last few years, opening stores in the world’s biggest metropolitan capitals from Tokyo to New York to Sydney to Los Angeles. In December, 2011 G-Star celebrated the opening of its 300th store at Rodeo Drive, Los Angeles. Currently G-Star has over 6.000 points of sale in 70 countries.
Shop G14, UG/F and Shop L03, LG/F
77 Leighton Road, Causeway Bay
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