Alexander McQueen has moved house. As well unveiling a shiny new flagship at 27 Old Bond Street, the brand has introduced a new experiential design concept aimed specifically at students. On the top floor of the shop (the ground floor features womenswear, while menswear sits on the first tier) is an an area devoted entirely to the creative process of McQueen garments past and present.
The space, which features archive designs and current collections interspersed with photography and artwork, will host a programme of exhibitions and talks to inspire and foster young fashion talent. The first of these – Unlocking Stories – will take an in-depth look at McQueen’s spring/summer 2019 collection, and the research narrative, teamwork and craftsmanship behind it. Schools, colleges and universities have also been invited to two talks with creative director Sarah Burton and fashion critic Sarah Mower to welcome all.
A refreshment of the interiors will keep fans returning to the grand London shopping destination, too. Each season, different fabrics will adorn the façade and dressing rooms to reference current collections and transform the mood in the Smiljan Radic-designed space which reflects the label’s fascination with nature.
As Ian Bonhôte and Peter Ettedgui, the makers of the McQueen documentary, told Vogue last year, Lee McQueen’s presence is still felt in the city’s budding creative sphere and in his brand that encourages future McQueens to create. “It is actually still one of the best chapters in his life,” said Bonhôte in reference to the people who continue to tell his stories. Now, there’s a new home for people to do so.
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