The Art of living | Immersive fashion retail and art

July 4, 2022

Dover Street Market London Haymarket LOEWE elephant installation — *Photo Credit: LOEWE*

When visiting new cities the list of recommended must-sees can seem endless. We tend to focus on iconic buildings, historical landmarks, museums, and restaurants, but since the 00’s we have seen a new form of experience emerging. A form of experience that is still very much overlooked when we pack our carry-ons and go on the long weekend city escape; immersive fashion retail.

Talking about immersive fashion retail experiences, one name stands above them all: Dover Street Market. The story begins in September 2004 when Rei Kawakubo, the designer behind the eccentric Japanese label Comme Des Garçons, opens the first Dover Street Market on the iconic Dover Street in London Mayfair.

Dover Street Market London scaffolding exhibition — Dover Street Market London original location. Photo Credit: Dover Street Market.

The building was the former home for the ICA, a link to the artworld that had a big importance on what was to be a space that merges fashion, art, and architecture. Rather than a single store with one artistic identity, Dover Street Market opened as a multi-level store, each floor with its own uniquely designed interior, reflecting not only the identities of the brands hanging on the rails, but also the unique style of Dover Street Market that we have come to love so much.

Today Dover Street Market has 7 locations across the globe, where they collaborate and showcase fashion and art in a gallery-like experience. Some noticeable installations include an artist’s studio by British fashion designer Molly Goddard, a plastered exterior by the world renowned artist Jamie Reid, and the famous Chanel takeover in 2008 that saw a merge of iconic French baroque ambiance and British punk-rock accents.

Dover Street Market London Jamie Reid window display — Jamie Reid window display. Photo Credit: Dover Street Market.

Dover Street Market London Molly Goddard window display — Molly Goddard window display. Photo Credit: Dover Street Market.

Since then much has happened and in 2016 we saw Dover Street Market move from their iconic location on Dover Street to the old Burberry Headquarter in Haymarket. The building was originally built by Thomas Burberry himself, but Rei Kawakubo did a complete overhaul of the building to create a space only she can. True to the DSM style of collaborating, Rei Kawakubo invited each of the brands with permanent residence to come in and design their space as they wished, encouraging individuality rather than a homogeneous identity.

Dover Street Market London J.W. Anderson — The Northern Irish designer J.W. Anderson drew inspiration from the playgrounds of his childhood. Photo Credit: Dover Street Market.

Dover Street Market London Delvaux — The iconic and holder of the title the oldest fine leather luxury goods company in the world, Delvaux, went back to the concept of traditional artistry by commissioning a hand painted installation. Photo Credit: Dover Street Market.

Dover Street Market London The Row — The Row did what they do best, by creating a chic minimalistic space contrasted by a gorgeous vintage double wardrobe by Charlotte Perriand. Photo Credit: Dover Street Market.

Dover Street Market London Haymarket location — Dover Street Market’s new location as of 2016, Haymarket London. Photo Credit: Dover Street Market.

And to all you with a weakness for baked goods, you’ll be happy to hear that the delicious Rose Bakery cafe has moved with DSM to the new location. So whether you come to shop or just to admire the retail experience, we definitely recommend ending your visit with a hot drink and a mouthwatering cinnamon bun.