Fashion brand Dsquared2 opens its new flagship store in central London, at number 67 of one of the most popular and luxurious streets in the Mayfair district, New Bond Street. The store’s concept was conceived by design studio StorageMilano, which wanted to blend the 1950s American aesthetic, from which the brand draws heavily, with museum and archival inspirations. The result is a striking fusion of tradition, innovation and “unconventional” that reflects Dsquared2’s ironic and iconic spirit.
The walls are adorned with hand-laid micro-cement, featuring a robust tactile texture that creates depth and color variations in fossil and dusty tone.
Developed on two levels for a total area of about 350 m2, the store is based on the German concept of “Wunderkammer,” literally “chamber of wonders.” Giving form and substance to this suggestion are elements such as the immense display case that occupies the entire ground floor space, made of custom lacquered okoumé wood and capable of evoking the world of collectibles, creating an interesting contrast with the industrial and technical elements of the chandeliers and the dark red Klinker floor, linked to the aesthetics of the 1950s.
Also noteworthy are the tubular systems with continuous, soft shapes reminiscent of London’s Tube and alternating with glass and formica partitions in vibrant sorbet colors. “The large display cases, reminiscent of the display systems in natural history museums, not only tell the imagery of these fascinating places but also highlight the craftsmanship with which they are made, emphasizing the presentation of products against backlit backgrounds,” they explain from Dsquared2.
The warmth conveyed by these elements contrasts with the technical and sculptural look of the central staircase, made of pressed steel and polished finishes, adding modernity to the industrial look of the store.
Both floors are enhanced with CEIR grid ceilings, Monolama QrS maxi cell for the ground floor, Monolama Qr1 for the upper floor. The suspension is invisible thanks to the Delta system, and custom-made lamps are applied to the ceiling of the upper floor.
