Hussein Chalayan opens his first flagship in London

'The spatial design cannot wrestle with the content for importance,' says fashion designer Hussein Chalayan of his eponymous label's first ever retail space, which opens today in London’s Mayfair. 'The important thing is the creation of an environment, a backdrop to the clothes, rather than over-designing the space.'
True to his word, Chalayan's flagship is a subtle, low-key space that reflects the brand's philosophy and ethos. Designed in partnership with his long-term collaborator, architect Zoe Smith (of ZCD Architects) – who previously worked on the designer's exhibitions and concessions in Tokyo, Paris and London – the store, he tells us, 'is about creating a space within a space and a new perspective within an existing perspective'.
Upon entering, a liminal zone that marks the transition between street and shop is defined by triangular black floor tiles laid out in a backgammon pattern, that sit in contrast to the matching white tiles beyond.
A sloping black steel frame that wraps around three sides of the space lends the store an intriguing, distorted sense of perspective, while also providing spatial definition and a display rail in one simple gesture. Other features continue the theme of transition: the strip of gravel that lies in between the rail and the wall; the black hull of a boat placed in the centre of the store that can be used as a display or dinner table; and a digit counter display set into a simple black cash desk that serves as a reminder of the endlessness of time.
'We are thrilled to open our first flagship store in London,' says Chalayan, describing the store's W1 locale as an 'up and coming spot' in a new art district within Mayfair. 'For me [London is] the most important metropole in the world, where I grew up and to which I owe my development as a designer.'
Designed by Chalayan in partnership with his long-term collaborator, architect Zoe Smith (ZCD Architects), the store, Chalayan tells us, ’is about creating a space within a space and a new perspective within an existing perspective’
A liminal zone that marks the transition between street and shop is defined by triangular black floor tiles laid out in a backgammon pattern, that sit in contrast to the matching white tiles beyond
’The spatial design cannot wrestle with the content for importance,’ adds Chalayan. ’The important thing is the creation of an environment, a backdrop to the clothes, rather than over-designing the space’
A digit counter display set into a simple black cash desk serves as a reminder of the endlessness of time
’We are thrilled to open our first flagship store in London,’ adds Chalayan, describing the store’s W1 locale as an ’up and coming spot’ in a new art district within Mayfair. ’For me [London is] the most important metropole in the world, where I grew up and to which I owe my development as a designer’
INFORMATION
ZCD Architects and Leon Chew
Wallpaper* Newsletter
Receive our daily digest of inspiration, escapism and design stories from around the world direct to your inbox.
ADDRESS
Chalayan
2 Bourdon Street
W1K 3PA, London
Ali Morris is a UK-based editor, writer and creative consultant specialising in design, interiors and architecture. In her 16 years as a design writer, Ali has travelled the world, crafting articles about creative projects, products, places and people for titles such as Dezeen, Wallpaper* and Kinfolk.
-
All-In is the Paris-based label making full-force fashion for main character dressing
Part of our monthly Uprising series, Wallpaper* meets Benjamin Barron and Bror August Vestbø of All-In, the LVMH Prize-nominated label which bases its collections on a riotous cast of characters – real and imagined
By Orla Brennan
-
Maserati joins forces with Giorgetti for a turbo-charged relationship
Announcing their marriage during Milan Design Week, the brands unveiled a collection, a car and a long term commitment
By Hugo Macdonald
-
Through an innovative new training program, Poltrona Frau aims to safeguard Italian craft
The heritage furniture manufacturer is training a new generation of leather artisans
By Cristina Kiran Piotti
-
LA confidential: Phillip Lim’s inaugural concept store is a triumphant homecoming
By Ali Morris
-
Moscow mule: Aquazzura and Casa Do Passadiço paint the town red
By Ali Morris
-
Loewe celebrates its past, present and future with a new flagship in Madrid
By Siska Lyssens
-
Eytys' striking new Stockholm flagship is an ode to brutalism
By Ali Morris
-
Leather system: bags of style at Tsatsas’ new Frankfurt showroom
By Yoko Choy
-
House warming: Want Les Essentiels opens its first global boutique in NY
By Pei-Ru Keh
-
London concept store LN-CC peels off its winter coat to reveal its latest Gary Card-conceived skin
By Katrina Israel
-
Carlo Brandelli constructs a new flagship and vision for Kilgour on Savile Row
By Jonathan Bell