January 24, 2021

Kent & Curwen Prepares to Take Covent Garden With New Store

LONDON — Covent Garden is calling Kent & Curwen, the contemporary brand part-owned by David Beckham, which is planning to open its first new-generation shop on Floral Street, a fashion, beauty and retail haven not far from the famous covered market.
The 1,800-square-foot store, in a historic building at 12 Floral Street, has skylights and soaring ceilings and is set to open in September. On Sunday, the K&C team will give its London Fashion Week Men’s guests a taste of what’s to come: The brand’s spring 2018 presentation will take place at a nearby venue on Floral Street.
The Paris-based firm Architecture + Associés, which has worked on retail projects with brands such as Dior, Comme des Garçons, Viktor & Rolf and Diesel Black Gold, is designing the interiors, which K&C creative director Daniel Kearns said won’t be “too pastiche or too modern,” but rather inspired by British history, architecture and cultural references.
Principals see the store as the first big brand marquee, a statement about Kent & Curwen’s new, sportier and more collegiate direction, and a template for future retail units, shops-in-shop and other spaces as the brand expands worldwide.
The team has been working to telegraph its message in Asia in particular, where K&C — which

Follow WWD on Twitter or become a fan on Facebook.

Read More…