One of the most talked about brands in the past years – first due to the tragic death of its founder, second for its starring role in the royal wedding of the decade – McQ Alexander McQueen has opened its first flagship store on London’s Dover Street.
An idea conceived by designer Sarah Burton and brought to life by David Collins Studio, the new store is situated over three floors covering 3,000 square feet within a Georgian townhouse, and draws inspiration from surrealism and boudoir contrasted with Brutalism.
“We wanted to create a story and a home for McQ and the flagship on Dover Street is an extension of this world. The store offers special catwalk pieces alongside ready-to-wear collections in a rich and immersive McQ environment.” said Sarah Burton, Creative Director.
David Collins added: “We looked at fetish. We wanted the home of McQ to be a parallel view of Alexander McQueen, where eroticism is part of the fabric and design that slowly unfolds throughout the store.”
There are also references to the handwriting of McQ throughout, from rich velvet to precious hand-crafted finishing as well as tough, utilitarian fixtures inspired by modernism and street culture.
Interactive features have also been incorporated in the design – Burberry revealed a high-tech store only last week. On the ground floor visitors are greeted by an interactive digital table and billboard featuring brand content and imagery. Gesture-controlled mirrors on the first and lower ground floors allow customers to browse the collection and photograph themselves in looks which they can then share with friends via social media channels or email.
Furnishing showcases McQueen’s take on supernature and carved anatomical details, contrasting with clean, hard metal lines. Shuttered concrete is juxtaposed with sumptuous flocked velvet and ivory shag pile carpeting, and fibreglass resin hanging rails reflect the McQueen obsession with the body.
McQ Alexander McQueen; 14 Dover Street, London W1S 4LW