Flannels London: Oxford Street's new fashion hub
Mike Ashley's £10m project erupts onto Oxford Street in a triumph of design, self-expression and hypebeast culture
While the space will likely be dubbed a mecca for sneakerheads and worshippers of hypebeast culture (drawn in by promises of LA's The Shoe Surgeon pop-ups and and neat rows of Flight Club footwear's first foray into the UK) FLANNELS London's retail prowess is both far-reaching and sincere.
Courtesy of Theo Tzia
The £10m project was spearheaded by Michael Murray, Head of Elevation at FLANNELS, with the design concept dreamed up by Italian studio pconp (who have designed spaces for Gucci, Tom Ford and Saint Laurent) in partnership with artist Riccardo Previdi.
The store houses four floors of luxury designer clothing and accessories, featuring pieces fresh off the runway as well as stocking anticipated streetwear drops. The store’s brand portfolio spans the hottest emerging designers and luxury’s biggest names including Balmain, Burberry, Ganni, Gucci, Off-White, Versace and Vetements.
Courtesy of Theo Tzia
A unique concept floor will cater to the 2019 shopper by hosting immersive experience, exhibitions and events and showcasing work from both up-and-coming and established names. Housed on the site of what was once the Marquee Club, FLANNELS is continuing the nightlife institution's cultural legacy of of the building through visual art and music.
The exterior of the store features a three-storey curtain walling of 4K digital screens which will host W1Curates, one of the world’s biggest permanent digital public art installations. The programme will give established and emerging artists an unrivalled creative platform from which to exhibit their work.
Image © PENSON
Address: Academy House, 161-167 Oxford Street, London W1
