McQ Alexander McQueen New London Flagship Store

Fashion label McQ Alexander McQueen has opened its first flagship London store on 15 September 2012. The Style Examiner paid a visit to the store, which was conceived by Alexander McQueen’s creative director Sarah Burton together with David Collins Studio, and was seduced by its mix or organic shapes blended with a futuristic industrial design and retro boudoir details.

Situated within a Georgian townhouse on Dover Street, the retail space is spread over three floors covering 3,000 square feet and offers the entire McQ range, including the full men’s and womenswear collections as well as footwear and accessories. The exterior of the store is decorated in pale grey complementing the soft colour palette that mirror the skin tones in the interior. The inside of the store features original steel columns with exposed polished, stainless steel rivets. In addition, shuttered concrete is juxtaposed with sumptuous flocked velvet and ivory shag pile carpeting.

Two interactive features are included in the store: on the ground floor visitors are greeted by an interactive digital table and billboard showcasing brand content and imagery, and on the first and lower ground floors gesture-controlled mirrors allow customers to browse the McQ collections and photograph themselves in looks which they can then share with friends via social media channels or email.