DSQUARED2 OPENS FLAGSHIP STORE IN LONDON

Designer brand Dsquared2 has opened a new boutique on New Bond Street in London. The choice of London as the location for the new concept by architects StorageMilano provided an opportunity to delve into the brand’s roots and its unmistakable style while drawing from the richness of iconic elements and the city’s cultural heritage.

The new boutique is at New Bond St. 67 in London’s West End. Walls are adorned with hand-applied micro-cement, characterized by a robust tactile texture that creates depth and chromatic variations in a fossil and dusty tone. The two-level space becomes a Cabinet of Curiosities: A large showcase that spans the entire ground floor space, made of custom lacquered okoumé wood, evokes the world of collectibles, in contrast with the industrial and technical elements of chandeliers and the dark red ceramic tile floor rooted in the aesthetics of the 1950s.

Tubular systems with continuous and soft shapes, inspired by the London Tube, alternate with dividers in glass and Formica in bright sorbet colors. The retail space is meticulously designed with high-impact elements, blending the aesthetics of a 1950s American interior, dear to the brand, with a museum and archival heritage. The large showcases, echoing the extensive display systems of natural history museums, not only narrate the imagery of these fascinating places but also highlight the craftsmanship with which they are made, emphasizing the presentation of products on backlit backgrounds.

In contrast to the warmth of these elements, the technical and sculptural aspect of the central staircase emerges, made with polished pressed steel featuring a rhomboidal pattern. The glossy finish adds modernity to the industrial context, creating a harmonious combination of classically inspired and contemporary elements.

Carpets in different colors define areas and become integral to the space’s aesthetic symbolism. This theme is completed with the iconic vertical stripe curtain with chain movement, serving as a backdrop to spaces delimited by mirrored and reflective walls, giving character to the environment. The glossy lacquered peach color envelops entire areas of the space with warmth and modern elegance. In this way, the DSQUARED2 boutique project shapes itself as a harmonious fusion of tradition, innovation, and an unconventional vision, reflecting the brand’s distinctive soul, making irony a distinctive mark.