18 July 2010

Acne in London

Fashion bloggers and journalists alike have all dedicated e-inches of text to the new Acne store opening. The quality of journalism obviously varied. The Sun's 'fashion reporter' demonstrated her knowledge and relevance quite clearly with the comment 'I'm told it's not a gift emporium for spotty teenagers, but an upmarket store.'

The upmarket store is a 4 storey emporium occupying a former art gallery in the chic yet alternative Dover Street. Acne, the swedish brand famed for its simplistic design and understated branding has ensured every inch of this latest venture epitomises their brand image,

Harsh concrete, simple white walls and Danish pine floors set a studio-esque mood for the space. A number of artworks are on display complementing the former use. The selected works from the likes of Jean Cocteau, Jeremiah Goodman and Katerina Jebb along with a particularly large Helmut Lang sculpture.

The brand has invested heavily in every detail to ensure their second venture into London is sucessful. they dare not risk replicating their youthful incompetent attempts in the 90s that saw them dropped from the rails of Selfridges and others.
Acne lovers hot with anticipation will not be disappointed.

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