Trading times being what they are, the store embraces a frugal 'evolution over revolution' ethic updating fixtures and fittings, and ushering in a factory-inspired personality. Articulating this slightly-too-polished utility look is an in-store 'Craftwork' campaign which has identified a crack squad of London-based creatives, all trying to plough a furrow in some 'craft' or other. From film directors and artists to DJs and curators, each one of this talented bunch will get a chance to display their talents throughout the year via dedicated gallery space at the street-facing section of the store.
The retail handwriting will feel familiar to regular visitors to Urban Outfitters and Uniqlo, employing a series of modular display devices which should enable the brand to subtly update the store over coming seasons. Whether you're a fan of Levi's or not, the store is definitely worth a visit as it plays neatly into the current trend for stripped-back, functional store identities which are slightly rough-around-the-edges.
Visit Icip2idayusof for daily updated images of art collection
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