A First Look Inside OVO's New London Flagship

Having received a low-key announcement via Drake’s Instagram earlier this week, news of OVO‘s London flagship was announced today by the brand — cementing it as an entity in its own right, separate from the fame of its founder. Offering exclusive access to OVO products, the store is a one-of-a-kind location for the brand’s fans in Europe.

Situated in an award-winning building in the Soho area, the store was created by October’s Very Own in conjunction with Brinkworth and Wilson Brothers with the remit to offer another level of retail experience to customers built around OVO’s signature minimalistic style.

Joining the brand’s other flagships in Toronto, New York and Los Angeles, the London location will stock the new Fall/Winter 2017 collection — including the 2017 Women’s Holiday Capsule Collection, as well as special releases, collaborations and capsule collections.

OVO’s London flagship opens 12 p.m. GMT on November 17 at the address below. In the meantime, take a look at the space and some exclusive UK product in the gallery above.

OVO London Flagship
1C Poland St.
Soho, London
W1F 8PR