It’s settled that customers are looking further than just buying clothes and products, they want an experience and brands are very aware of this. Alexander McQueen opened a new Store in Old Bond Street in January and they assigned a space to showcase the history of the brand and their founder, Lee Alexander McQueen.
Developed on three levels, the story takes the visitor into a narrative experience conceived by creative director Sarah Burton and architect Smiljan Radic. The high contrast between nature and dark elements are the main characteristics of the brand and this exhibition is not the exception. As soon as you get into the store, all the elements catch your attention. On the ground and basement are the collection of men and women, while the second floor preserves the legacy of the designer.
It’s like walking in their studio; there are tables with archives clothes, drawings, and all kind of sewing elements. Surrounded by scissors, threads, fabrics, and mannequins, on the wall are hanging drawings and Mood-boards from past collections and pieces of the working process, like models of paper dresses and cardboard patrons. All the pieces and clothes will be changed every eight weeks and Unlocking Stories, the name of the first exhibition presents key pieces such as the purple corset in autumn ’96 Dante silk, and a silk dress with lace appliqués of the ’07 Sarabande spring.
“The installation will offer the first viewing of the unseen behind-the-scenes methods in a multi-layered house. The extension of the retail space and event series are designed to uncover the interwoven threads of the research narratives, tailoring, couture, textiles, embroidery and relationship between the hand and technology, which remain deeply embedded in the clothes and the way they are shown.” said representatives from the brand.
The students have always been in Lee’s mind, and to honor the designer, “space will also be aimed at promoting emerging talent through student programs across England,” as explained by the brand representatives. The extension of the sales space with events and conferences aims to reveal the sartorial, textile and manufacturing heritage of the brand, which remains tied to clothes.
