KENZO Has Gone ‘Back To The Future’ With The Redesign Of Their London Flagship Concept Store

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    Cult brand KENZO has just re-opened the doors of its Bruton Street store in London, and boy has it changed… 

    With mirrored shelving along the walls housing the classic Kalifornia handbags, futuristic strobe lighting adorning the ceilings and glass vitrines showcasing jewellery at the tills, we can definitely see a theme forming. 

    Humberto Leon and Carol Lim; the cool kids behind New York brand Opening Ceremony, have described the new retail concept store as being ‘not only fully interactive and digital’ for the customer, but also creating ‘an overall KENZO shopping experience” – something the duo have envisioned since being appointed Creative Directors in 2011. Since being at the helm of the brand, they have managed to re-create the fresh, edgy vibe KENZO was known for in it’s heyday, and has been striving to re-gain since the departure of brand creator Kenzo Takado in 1999. 
    The re-opening of the Bruton Street store has been described the pair as a great platform to engage with our London fanbase. They feel London has “such a different vibe with the way the customers here wear the brand, here they seem to go more for the whole KENZO look, from the Kalifornia bags to the New Era Hats and key pieces from the RTW collection. In New York they generally like to keep it sleeker but also enjoy playing with their look which is exciting”.
    Prices in store range from the more expensive signature handbags and aerated mesh skater skirts from the RTW collection through to the lower priced iPhone cases, so we can all get a piece of the Kenzo cake. 
    Last but not least, all of these new concept flagship stores will embrace the individual cities in which they lie with a window sculpture that reflects the local culture. As you walk in to the London store you will be greeted with the sight of a giant fish (yes, literally a giant fish) and chips with a lemon wedge garnish (of course); with Milan having a giant spaghetti and meatballs display framing the windows. Whether you’re a die-hard fan of the brand or just want to check out the fish and chips, it’s definitely worth a visit. Just don’t forget your purse or you’ll be kicking yourself.
    Check out our pick of the best things to pick up from in store now, above…

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