True Colours: London's new concept store

21.11.2010 Gary Card : Concept Store : JW Anderson

London – The latest multi-purpose concept store, Late Night Chameleon Café (LN-CC) opened today in Dalston, London, following an online launch in September.

The store describes itself as ‘an evolving platform of curated ideas encompassing clothing, music and art in both a physical and digital environment’.

Designed by set designer Gary Card, it is divided into three areas: a book and record store, a music room and a working studio, with various themes addressed throughout the interior design such as ‘warmth’, ‘skeletal’, ‘light’, and ‘forest’.

JW Anderson, Damir Doma, 1205 and New Power Studio are among the fashion designers whose collections have been carefully selected by LN-CC to link to its aesthetic direction, which is dark, understated punk and classic Commes Des Garçons – a fashion mood that we feel is particularly relevant to young people in East London at the moment.

For more on how retailers should not only sell products but also create a lifestyle brand, read our Beyond Retail report.

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