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Despite a very tense situation due to the COVID-19 pandemic, the JW Anderson store opened the doors of its brand new London boutique on Friday, 13 March.
Despite a global health crisis in full swing, British fashion brand JW Anderson opened its new boutique at 2 Brewer Street, in the heart of London’s iconic Soho district, on Friday, 13 March.
The location was personally chosen by Jonathan Anderson, founder and creative director of the house: “For Jonathan, this area represents the quintessential London. Its incredible energy makes it the ideal location to host the first London flagship store. Soho represents the diversity and culture that JW Anderson stands for” the brand said in a press release.
And for his first flagship in London, JW Anderson wanted to capture the essence of Soho: through neon lights on the exterior façade that recall the area’s vibrant nightlife, or through the choice of furnishings that oscillate between a vintage aesthetic (wooden walls, visible scaffolding) and a more modern aesthetic (high ceilings, polished floors), symbole of Soho’s great mix and diversity.
This new boutique is the work of the English agency 6a Architects, with whom the designer has already collaborated in the past, notably in 2017 to organize the scenography for the Disobedient Bodies exhibition at the Hepworth Wakefield Museum of Modern Art in London.
Inside the shop is featuring men’s and women’s clothing, shoes, handbags and accessories, as well as JW Anderson’s collaborations with Converse and Moncler Genius.
An opening that will not have failed to make a huge splash in the context of the global health crisis, and one that JW Anderson has chosen to ignore by even making the decision to invite his Instagram community to the flagship’s opening party on the evening of Friday, March 13.
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Featured Photo: © JW Anderson / Instagram[/vc_column_text][/vc_column][/vc_row]
