Flannels arrives on Oxford Street.

Somewhat unknown in UK’s capital, the already established chain of luxury retail spaces Flannels just opened their 45th location in the country and its first one in London.

The store took over two years to create and stretches over four floors. The building the store is situated in was originally The Academy cinema which housed the original Marquee club. Flannels are planning to continue the cultural legacy through visual art and music as part of their experiential retail.

There is a mix of men’s and womenswear, with brands including everything from Gucci and Burberry to Balmain, Off-White and Vetements. The second floor is imagined to host an ever-changing line up of immersive brand experiences and events – the first being a collaboration with notorious sneaker store Flight Club where you can buy extremely rare pairs of kicks you won’t be able to get anywhere else.

The space has no windows and instead features interactive sceens which can change constantly – the contemporary answer to the old-school seasonal window changes. There are 36 4K digital screens which will showcase a changing line up of work from some of Europe’s best artists in partnership with art initiative W1 Curates.

Source | 10 Magazine, 6 September 2019



23rd September 2019

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