it's little over a decade ago that hussein chalayan first store opened in tokyo's naka meguro district, but unfortunately that proved to be a short-lived venture. earlier this month the hailed avant-garde designer boldly re-entered the retail arena, and this time it's on home turf. situated in london's leafy mayfair neighbourhood, the store is a collab effort between chalayan and zcd architects, a practice which also helped design the retail space in the japanese capital. the store's interior design is based around the concept of a shop within a shop and the notion of stepping into another world.
upon entering the premises, shoppers cross a transitional zone that aims to fuse the street and retail environments. a sleek black steel frame not only has practical value to showcase clothing, but also marks the boundary of the aformentioned shop within a shop. a beautiful mosaic of triangular tiles serves as flooring against a backdrop of pristine white walls. furnishings are sparse, consisting of merely a mock-up of the hull of a boat – obviously serving as an artsy display – and a boxy sales counter with a built-in digital counter display which symbolizes the endlessness of time. the new hussein chalayan boutique stocks the brand's full range of designs. location: 2 bourdon street [mayfair].