Following a slew of campaigns and pop-ups in England’s capital, Amsterdam-based fashion brand Daily Paper has opened its permanent London flagship store in the city’s Soho neighborhood.
In tandem with the storefront’s debut, the brand is debuting a series of in-house performances titled “Daily Paper: Unite Sessions,” aiming to provide a platform for grassroots talent across the city.
Conceived with a full-window facade, the 200 square meter shopping destination is controlled by bounties of natural light. Visitors cross a small bridge upon entry into the ground level, where an open floor plan provides ample space for the community-focused brand’s events and gatherings. At the back of the first floor, a dark green wall and walnut staircase guides visitors to the downstairs area, which features recyclable furniture created by Netherlands-based The Good Plastic Company.
Elsewhere in the store, custom-designed mannequins mimic silhouettes of ancient Egyptian royalty, while a floor mosaic speaks to the brand’s heritage with illustrations of a lion, a leopard and an eagle that symbolize the founders’ countries of origin: Ghana, Morocco and Somalia, respectively. Dutch design influences make their way into the fitting rooms, where “Chubby” chairs by Dirk van der Kooji, which are printed from 10 kilograms of chipped, recycled fridge interiors, are planted for customers.
Daily Paper’s London Flagship Store is located at 14-16 Great Pulteney Street, Soho, W1F 9ND London.
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