In 2015 Harvey Nichols completely closed the doors to its menswear department with an aim to entirely transform its shopping experience. Almost a year later, and the doors have been reopened onto a 28,000 square-foot space that’s done away with any trace of traditional consumer culture, to instead offer a sleek collection of boutiques each tailored specifically to one of many customer profiles that’ll be drawn to the Knightsbridge flagship.
Included in this new environment is Project 109, a room that Darren Skey, head of menswear at Harvey Nichols, qualifies as an “eclectic lifestyle area.” It’s here that the customer can enjoy a haircut or beard trim from Brighton-based barbershop AONO, a bite to eat or a stiff drink at Wallpaper* Bar + Kitchen, or browse an array of products from tech to grooming.
“Then there’s our pop-up, which we’re really excited about,” Skey says. “Project 109 will have an ever-evolving pop-up space, and we’re really happy to say our first pop-up is in collaboration with HYPEBEAST.”
From May 11 to June 3, we’ll be making use of this new space and throwing our very first European exhibition in the shape of HYPEBEAST Kicks — an exhibition of our favorite rare and often unseen sneakers. The select collectors Ron Raichura, Tom Ray and Ben Perry will rotate every week, giving attendees the chance to see a full spectrum of the world’s hardest-to-get footwear in the flesh. On top of this, we’ll be hosting HYPEBEAST Printing Live every Saturday from midday during our residency. Here, we’ll team up with brands such as maharishi and Gasius to produce one-off T-shirts you can only find in-store at the pop-up space.
Harvey Nichols and Project 109 can be found online and at 109-125 Knightsbridge, SW1X 7RJ. HYPEBEAST Kicks and Printing Live runs from May 11 — June 3 (Printing on Saturdays only).
- Chris Sayer
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