Cereal fashion

Following the format of a convergence retail space, or a concept store, the shop sells a diverse assortment of products, from trainers and clothes to cereal with a range of milks and toppings. The store includes a VIP area with a bar and screening room, and stocks labels including Alexander Wang, Off-White, Pierre Balmain, Public School, Norse Projects, John Elliott + Co and Canada Goose.

Kith founder Ronnie Fieg is in discussions with Nike to create a gift purchase card that provides a free Nike and Kith-designed tennis ball for every four boxes of cereal. The installation that now occupies the front section of the store, The Archive Room, also promotes a Nike trainer.

The Big Picture: London already has its own Cereal Killer Café with a similar passion for the sugary breakfasts that many were forbidden to eat as children. Read our Seed here.