New Stone Island London Flagship Retailer – Launch Celebration
After 14 years at their flagship store in stone island shadow project stockists Beak Road, Stone Island have relocated to new premises at seventy nine Brewer Road, near Piccadilly Circus in London. To celebrate this momentous occasion a launch party was held at the new store on the evening of 21st March.
Several representatives from the OA membership had been in attendance to help christen the new retailer together with a star guest checklist that included Noel Gallagher, Maverick Sabre and Andy Fletcher of Depeche Mode amongst others. Carlo and Sabina Rivetti from SPW have been also in attendance to ensure the store acquired off to an ideal start – DJ’s Thristian bPm and Gilles Petersen provided the soundtrack for the evening for the 300 company.
The shop itself stays true to the “Item/Unit 2” store idea created by Marc Buhre, founder of the architecture studio Zeichenweg TM. The underlying theme of all the Stone Island stores is whole 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 essential difference is that now everything is on a single level, with a double-fronted aspect though complete floorspace stays about the same as the former premises at Beak Street. In distinction to Beak’s all-white minimalist method, Brewer Street is a darker, brooding setting dominated by an enormous moonlight picture wall set up. Refined touches embody reflective fabric material for the curtains on the altering rooms in a nod to one of Stone Island’s most celebrated innovations.