© END. / Photography: Peter Cook

In the world of fashion and retail, London is a fixture that’s hard to avoid, especially if you’re a discerning brand or retailer. It’s 2005 when John Parker and Christiaan Ashworth established END. in Newcastle, pioneering a savvy fashion emporium in provincial territory that would not only pull kindred spirits from across the region to its doorstep, but eventually also a style-conscious demographic far beyond the national borders. Following an additional outpost in Glasgow, END. has now landed in the heart of the British capital with a brand new flagship store, its largest to date, on Broadwick Street in Soho. The retail space measures 8,500 sq.ft. spread across three floors, and features an interior design by London and New York City-based design practice Brinkworth.

The clean and understated aesthetic is reinforced by a palette of carefully picked materials, including marble, stainless steel, and to balance the austerity, also an infusion of timber. As such, the setting ties in with the look of END.‘s two previously opened stores. Not surprisingly, the store aims to raise the bar in shopping, offering a range of additional services that’ll boost the experience, such as the availability of iPads to clients to shop online in store, a grooming area, and a special launch space with digital screens that feature product releases and promos. The END. store has clearly come to town to claim its place in the local retail landscape, and it does so with a curated selection of leading brands, including Off-White, Alexander Wang, Y-3, Comme des Garçons and Balenciaga. Location: END., 59 Broadwick Street (Soho).

© END. / Photography: Peter Cook