After 14 years at their flagship retailer in Beak Road, Stone Island have relocated to new premises at 79 Brewer Street, close to Piccadilly Circus in London. To have a good time this momentous occasion a launch occasion was held at the brand new store on the night of 21st March.
A number of representatives from the OA membership have been in attendance to help christen the brand new store together with a celeb visitor 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 to make sure the shop obtained off to an awesome begin – DJ’s Thristian bPm and Gilles Petersen provided the soundtrack for the evening for the 300 friends.
The shop itself stays true to the “Item/Unit 2 store idea created by Marc Buhre, founder of the structure studio Zeichenweg TM. The underlying theme of all the Stone Island stores is complete format versatility, featuring floating floors and hanging constructions in marine steel complemented by luminous vertical parts in fibreglass and in oiled oak.
Brewer Street’s primary distinction is that now every part is on a single stage, with a double-fronted facet though total floorspace remains about the same as the previous premises at Stone Island Trousers Beak Road. In distinction to Beak’s all-white minimalist approach, Brewer Avenue is a darker, brooding atmosphere dominated by a huge moonlight picture wall set up. Delicate touches embrace reflective fabric material for the curtains on the changing rooms in a nod to certainly one of Stone Island’s most celebrated improvements.