McQ London Flagship Opens

McQ London Flagship Opens

14 September 2012

Sarah Karmali

 

 

 

 

THE new McQLondon flagship opens its doors today, just in time for the start of London Fashion Week. The long-awaited store housing designs fromAlexander McQueen's secondary, more affordable label, is situated on Dover Street in Mayfair.

The three-storey boutique features both men's and womenswear pieces - with some of the most spectacular designs from the brand'sLondon Fashion Week show debut last season on display. With an emphasis on texture and luxury - think shagpile carpets, suede-walled changing rooms and velvet chairs - the store has the feel of an intimate boudoir, with touches of fetishism courtesy of a red leather lift and fixtures shaped like the female silhouette.
"We want to create a story and a home for McQ and the flagship on Dover Street is an extension of this world," said Sarah Burton. "The store will offer special catwalk pieces alongside ready-to-wear collections in a rich and immersive McQ environment."
Old meets new as the store's original features - exposed metal structuring and airy ceilings - sit alongside innovative technology. An interactive table allows customers to search, see and share past McQ shows and catwalk looks, or control the imposing video wall in the store's entrance. Floor-length mirrors include inbuilt cameras - enabling customers to take pictures of themselves trying on clothes, which they can then email to their friends.

The store's window pays homage to the brand's much-talked-aboutautumn/winter 2012-13 show, by featuring catwalk looks in amongst a forest of tree trunks and leaves.
The McQ London flagship opens this afternoon at 14 Dover Street. Click through the gallery on the left to see pictures from inside the store.