Daniel W. Fletcher, London’s new up-and-coming fashion king has opened his first ever pop-up immersive store on Bedford Street, Covent Garden. Designed by architect Farshid Mousssavi, the space, split into two levels, has been carefully thought out, and perfectly represents the Daniel W. Fletcher aesthetic in a physical space. The designer, who was recently awarded the BFC fashion film award, will use the space to show just what the Daniel W. Fletcher brand is about.
The modern and airy ground floor level presents Daniel W. Fletcher AW16 collection (which was shown at London Collections: Mens, in the form of an Anti-Brexit protest), as well a sneak peak at the SS17 collection, and exclusive pieces you won’t find anywhere else. The space, designed around Daniel W. Fletcher’s design aesthetic, features recurring stripes running over walls and a suspended rail hanging from the ceiling, while the basement level has been made into a rave-like exhibition space, full of neon pink light and walls lined with editorial images from some of the world’s top magazines which Daniel W. Fletcher has been featured in.