Friday, 16 July 2010

Acne makes a flowery debut on London's Dover Street

Last night saw the opening of the first Acne Studio Store in London, and despite being the Swedish label's biggest store to date the place was still rammed, with a queue of eager Acne fans stretching half way down Dover Street.

With 4 floors selling Acne's menswear, womenswear, denim and new furniture collections the gallery-like space doesn't disappoint. Special touches include an outdoor terrace on the top floor, sculptures and other artworks throughout the space, and a grand piano at the entrance which will be played live every Friday and Saturday. Fridges stocked with Champagne will also be on hand to create a truly exceptional shopping experience.

One of the highlights of last night's launch were the waiters' spectacular floral accessories made from real fresh flowers and foliage. The ground floor featured folksy face masks and on the first floor the waiters wore floral epaulettes which we think could be an adventurous alternative to the button-hole for formal Summer occasions. On the top floor the waiters sported elaborate floral headdresses and suit trousers cropped into hot pants while distributing Veuve Clicquot champagne and Absolut vodka cocktails.

Opening night showmanship aside, Acne's creative director Johnny Johansson and his team have created a truly unique space for the brand. The rails are already stocked with the best of Acne's new Autumn-Winter collection with a great range of knits, leather, shearling, and of course denim.

Acne Studio, 13 Dover Street, Mayfair, London, W1S 4LN, more info at

1 comment:

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