A Look Inside Eytys' New London Flagship Store

Mixing influences from ’60s brutalism, ’70s postmodernism and archive Issey Miyake stores.

Fashion
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Swedish label Eytys has officially unveiled its new London flagship store, the brand’s second bricks-and-mortar location. The design for the store mixes a number of disparate influences, including architectural trends spanning 1960s Swedish brutalism and postmodernism from the ’70s and ’80s. Another key influence was Issey Miyake stores designed by Shiro Kuramata in the early 1980s.

The postmodernist influence is referenced in the concrete walls with aluminum and Italian burl veneer, with the material combination chosen as a nod to Dutch postmodernist Hans Hollein. Hollein’s work is also referenced through a metal palm tree and mirrored vaults. Elsewhere, the space features the light tubes across the ceilings — reminiscent of the Centre Pompidou — and a selection of art taken from Eytys founders Max Schiller and Jonathan Hirschfeld’s personal collections. The store will open its doors on September 6 and will stock Eytys footwear and denim collections as well as its upcoming ready-to-wear capsule.

For more from Eytys, take a look at the brand’s latest denim campaign.

Eytys London
75 Brewer St
Soho, London W1F 9US

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