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New Stone Island London Flagship Store – Launch Party


After 14 years at their flagship store in Beak Street, Stone Island have relocated to new premises at 79 Brewer Street, near Piccadilly Circus in London. To celebrate this momentous occasion a launch party was held at the new store on the evening of 21st March.

Several representatives from the OA membership were in attendance to help christen the new store along with a celebrity guest list that included Noel Gallagher, Maverick Sabre and Andy Fletcher of Depeche Mode amongst others. Carlo and Sabina Rivetti from SPW stone island jumper two badges were also in attendance to ensure the store got off to a great start – DJ’s Thristian bPm and Gilles Petersen provided the soundtrack for the evening for the 300 guests.

The shop itself remains true to the “Item/Unit 2” store concept created by Marc Buhre, founder of the architecture studio Zeichenweg TM. The underlying theme of all the Stone Island stores is total layout versatility, featuring floating floors and hanging structures in marine steel complemented by luminous vertical elements in fibreglass and in oiled oak.

Brewer Street’s main difference is that now everything is on a single level, with a double-fronted aspect although total floorspace remains about the same as the former premises at Beak Street. In contrast to Beak’s all-white minimalist approach, Brewer Street is a darker, brooding environment dominated by a huge moonlight image wall installation. Subtle touches include reflective fabric material for the curtains on the changing rooms in a nod to one of Stone Island’s most celebrated innovations.

See more pictures from the launch party evening here

The new flagship store is open 7 days a week:

79 Brewer Street_London_W1F 9ZN
Tel: +44 0207 734 9481
www.stoneisland.co.uk