LONDON — An experimental concept shop that’s set to open in London’s Belgravia next month is channeling the multiple zeitgeists sweeping through fashion and design: Experiential retail, the sharing economy, sustainability — and community.
The store, called 50m, will launch with 10 emerging labels on May 24 at the Eccleston Yards development near Victoria Station, WWD has learned.
Created by a socially minded, London-based collective called Something & Son, 50m aims to tackle the problem of high shop rents in London, support new design talent and build a creative and commercial community.
The store, which spans 2,420 square feet, will allow emerging talent to showcase their wares in a space that will also include hot-desking and events areas, a café and a social meeting spot.
Launch brands include Ryan Lo, Kepler, a clothing line founded in 2016 by Alexandra Hadjikyriacou and Jaimee Mckenna; men’s wear designer and Royal College of Art graduate Bianca Saunders; the creative director of Simo Markus Wernitznig, and the jewelry studio Räthel & Wolf, run by Sari Räthel and Ricarda Wolf.
Any designer can apply to join the 50m retail community, and if they’re chosen, they’ll receive a dedicated rail space from which to show and sell their work in exchange for
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