Fashion house - 3/13/20
British fashion label JW Anderson is pleased to announce the opening of its frst fagship store in London’s Soho.
The 1300 square foot retail location occupies two addresses on the corner of Brewer and Wardour Street.
The location of the fagship was personally chosen by the brand’s Founder and Creative Director, Jonathan Anderson: “Ever since I moved to London from Northern Ireland I have been in love with Soho. There is an incredible energy in the area. It feels quintessentially London to me.” JW Anderson has a long history of embracing and promoting diversity and queer culture via a clever approach to non-binary fashion. Soho, with its diverse local and tourist populations was the logical location for opening the brand’s frst fagship retail location.
Following their successful collaboration on the exhibition at Hepworth Gallery, Disobedient Bodies, JW Anderson once again teamed up with award-winning architectural frm 6a to create a retail environment that fully embraces the neighbourhood in which it sits; Soho “as found,” but with a contemporary twist. The originally Victorian building has seen many incarnations as the neighbourhood has evolved. Most recently, the JW Anderson fagship was two separate stores. These were combined into one for the brand but the architects in collaboration with Jonathan chose to retain the concept of two addresses with distinct façade treatments. Both frontages include custom aluminium futing, a reference to the Italian cafes that once populated the neighbourhood, and hand-crafted neon signage, a reference to the thriving nightlife scene that took over the area in the 70s and remains today.
The interior spaces of the two-foor location are clearly delineated by a unique language of materials and colours in each space. The Wardour Street “shop” is a light and airy exhibition-like space with high ceilings, bright foors and modular aluminium shelving. This space will showcase special collaborations and projects from the brand. The Brewer Street side feels as though you’ve entered a tailor’s shop on Saville Row: faux wood veneer on the walls and furniture, cabinets featuring interior pops of colour, brass trim and subtle JWA Anchor Logo details. Descend into the lower level and sink into thick cream-coloured, fuffy carpeting surrounded by hanging fabrics in similar hues.
The fagship will carry the entire range of JW Anderson products including menswear, womenswear, small leather goods, shoes, handbags, accessories and special collaboration products including Converse x JW Anderson and the brand’s recently unveiled line for Moncler Genius.
The JW Anderson fagship Soho location will open to the public on 13 March at 2 Brewer Street, London W1F 0SA.