Peek Inside Dsquared2’s New London Flagship

When you think about Dsquared2, it's founders Dean and Dan Caten’s eccentric vision of steamy Italian Y2K glamour that’s sure to come to mind. It might be surprising then that for their London flagship store, the creative duo would look to mid-century modern trends. Teaming up with STORAGEMILANO, Dsquared2’s New Bond Street shop blends the brands’ distinctive style, a commitment to blending traditions and contemporary innovation, and a splash of the London Underground, culminating in a unique shopping experience.

The London location serves not only as an opportunity to delve into the brand's roots and unmistakable style but also as a perfect setting to draw inspiration from the richness of iconic elements and the cultural heritage of the city. The interior concept of the boutique is a testament to the brand's commitment to exploring and reinterpreting the classic with contemporary irony and an innovative spirit.

The exhibition path unfolds through the reinterpretation of familiar furnishing elements, invoking the concept of the Wunderkammer. Custom lacquered okoumé wood showcases, reminiscent of the world of collectables, contrast with industrial and technical elements such as chandeliers and a dark red Klinker floor rooted in the aesthetics of the 1950s.

Inspired by the London Tube, tubular systems with continuous and soft shapes alternate with glass and Formica dividers in bright sorbet colours. The retail space is meticulously designed, blending the aesthetics of a 1950s American interior with a museum and archival heritage. Large showcases, resembling natural history museum displays, not only narrate captivating imagery but also highlight the craftsmanship with backlit backgrounds emphasising product presentation.

In essence, the Dsquared2 boutique project in London is a harmonious fusion of tradition, innovation, and an unconventional vision. It reflects the distinctive soul of the brand, where irony becomes a distinctive mark. The meticulous attention to detail and the seamless integration of contrasting elements make this space a true embodiment of Dsquared2's unique and iconic style.