London – McQ by Alexander McQueen has opened a new flagship store with a dedicated gallery space.
Avant-garde luxury label McQ has refurbished a Grade II listed building in Spitalfields, and made it its new home. The interiors feature blackened steel details, blood red paintwork and original brick work, but most interesting is the decision to dedicate the whole lower ground floor to art.
‘It is something that has always been close to the heart of the house,’ says creative director Sarah Burton. ‘The gallery space in the store will provide a platform for emerging artists.’ In particular, Burton references the creative spirit of Lee Alexander McQueen, and his time growing up in East London, as an inspiration, calling the new store a ‘return to the roots of the house’.
Artist Ermias Kifleyesus is the first to take over the space, with an exhibition that takes images created by fashion photographer Harley Weir for McQ, and allows the public to deface and engage with them – a nod to the brand’s rebellious spirit.
Luxury brands such as McQ are more actively championing the arts. Read our Explorium Retail microtrend to see why physical stores increasingly need to be places of learning and inspiration.