New Stone Island London Flagship Retailer – Launch Get together
After 14 years at their flagship retailer in Beak Avenue, Stone Island have relocated to new premises at 79 Brewer Avenue, near Piccadilly Circus in London. To have a good time this momentous occasion a launch celebration was held at the brand new store on the night of 21st March.
A number of representatives from the OA membership were in attendance to assist christen the brand new store together with a celeb guest checklist that included Noel Gallagher, Maverick Sabre and Andy Fletcher of Depeche Mode amongst others. Carlo and Sabina Rivetti from SPW were additionally in attendance stone island flannels to make sure the store obtained off to an ideal start – DJ’s Thristian bPm and Gilles Petersen offered the soundtrack for the night for the 300 company.
The store itself remains true to the “Item/Unit 2” retailer concept created by Marc Buhre, founding father of the structure studio Zeichenweg TM. The underlying theme of all the Stone Island shops is total layout versatility, featuring floating floors and hanging structures in marine steel complemented by luminous vertical elements in fibreglass and in oiled oak.
Brewer Street’s fundamental difference is that now all the things is on a single level, with a double-fronted aspect though whole floorspace stays about the same as the previous premises at Beak Road. In contrast to Beak’s all-white minimalist strategy, Brewer Avenue is a darker, brooding setting dominated by an enormous moonlight picture wall installation. Delicate touches embody reflective fabric materials for the curtains on the altering rooms in a nod to considered one of Stone Island’s most celebrated innovations.