London-based multibrand powerhouse MACHINE-A has officially opened the doors to its newly refurbished store on Brewer Street in Soho. Expanding across two floors, the upgraded space has been designed by architect Peining Lu, who is also the mastermind behind the concept for MACHINE-A Shanghai.
Lined with concrete and finished with an array of slick, curved features, the retail outpost has been made to allow for the biggest curated selection of brands MACHINE-A has had to date. Garments from the likes of Martine Rose, A-COLD-WALL*, Y/Project and Craig Green can all be found within the store, along with the future-facing stylings of Coperni, Steven Ma, Chet Lo, Nensi Dojaka and Olly Shinder.
Continuing MACHINE-A’s relationship with Raf Simons, the store also welcomes a permanent fixture from the collaboration between Kvadrat and Raf Simons; seating and fitting room fabrication has been designed using materials from the Kvadrat/Raf Simons textile collection. MACHINE-A also introduces the renovated store’s first temporary installation, located in the basement.
Speaking on the Brewer Street expansion, Stavros Karelis, founder and buying director of MACHINE-A said: “As MACHINE-A celebrates 10 years, I am so proud and grateful that we are introducing the newly renovated space of the store in the same location since its launch, which has been such an integral part of what the store represents, the culture, its DNA and the community we built all these years.
“The expansion of our Brewer Street store will allow us to fully present all the concepts and projects we have been planning for so long, and work with our designers, brands and creative associates to introduce new ways of retail experience as we have done since 2013. This launch signals the next 10 years of MACHINE-A’s experimentation as a retail store that constantly shapes the idea of the shopping experience in a dynamic and engaging way for our London community and global audience.”
Check out the store in the shots below and visit the space now at 13 Brewer Street, Soho, London, W1F 0HR.
