JW Anderson Makes Soho Landfall

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Brit fashion label JW Anderson, perhaps best known for its collaboration with H&M, has opened a standalone flagship in Soho, in the heart of London’s West End.

While this is certainly not the best moment to be welcoming shoppers, those that do happen to pass the store will probably be tempted to take a look as the fitout has rather more of the aluminium scaffolding about it, than a carefully crafted environment. It is also pertinent to remark that this is a two-floor enterprise with the scaffolding and tubular lighting occupying the ground floor, while the basement is a thing of wood veneer, giving an entirely different feel and making it almost feel like two shops.

Externally, the store shakes hands with its retro-seedy area with red neon being used to described the store’s logo, a nod to what Soho perhaps once was, but is no longer.