Wednesday, 14 July 2010

Swedish fashion house: Acne creates London studio store

Swedish fashion label Acne has opened a studio store in a former gallery on London’s Dover Street, and it's curated more like a tall townhouse with departments and artworks on each of the four floors.

The four floors not only display men’s and women’s fashion, but also art works by Helmut Lang, Jeremiah Goodman and Katerina Jebb. When entering, customers pass a piano that will be used for live music at weekends. A roof terrace adds to the feeling of being in someone’s home.

‘The studio will offer more than just clothing, it will be a house of different creativity,’ says creative director Jonny Johansson.

I particularly like the interpretations of Jeremiah's artworks - with wallpaper designs on the walls of the store very much leaping off the page of his book to mingle with the carefully merchandised collections hanging artfully on rails and mannequins.

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