Situated on Dover Street, the boutique is set to be a typically minimalist, flexible affair, with no display window packed with glossy wares.
Instead, the 560m2 store has been built around the concept of a flexible interior, with retractable shelving for the accessories on the ground floor and clothes hung from moveable, hexagonal blonde gold hanging chains on recessed ceiling tracks.
The space was designed by Farshid Moussavi Architecture, with added touches including caramel onyx and mirror stainless steel counters, free-standing modular seating made from American walnut, a polished concrete floor and stairway, and bottle green glass fitting rooms.
Following the lead of Apple and other retailers like Burberry, there are no tills and payment is set to take place throughout the store via iPad.
The three level boutique houses all of the eponymous label’s lines from ready to wear to accessories and denim.
In addition to the regular collections, you’ll be able to get your hands on a new eyewear model, the Classic Aviator in Sky Blue, which has been created exclusively for the boutique.
The store opening also sees the introduction of small leather goods (from wallets to pouches) that range from £150-£480 (around €190-€615) and are only available at 36 Dover Street and online.