© Dover Street Market

Well, here’s a collab we didn’t see coming! But then again, leave it to Rei Kawakubo to keep even the most jaded of shoppers on their toes. The elusive creative honcho of the Comme des Garçons empire has cooked up a brand new installation at Dover Street Market in London, and it’s celebrating the 30th anniversary of Hello! magazine. As a glossy tabloid with a focus on celebrities and royalty, it has managed to carve out a niche for itself with a string of revealing scoops. The HELLO!DSM installation comprises of a booth stocked with an abundance of branded merchandise, ranging from a special DSM teddy bear and a wide choice of stationery, to frisbees and apparel items. Dover Street Market‘s Hello! window installations tie in nicely with the installation and a wall covered in Hello! magazine covers inside the store (on through May 13). Location: Dover Street Market, 18-22 Haymarket (St. James’s).

© Dover Street Market / Photography: Mark Blower