Relaunched East London Concept Store Bets on Experiential Shopping
The name of the famed retail concept store LN-CC is actually an acronym for Late Night Chameleon Café. To describe LN-CC's newly relaunched store on East London's Shacklewell Lane as an experiential out-of-hours venue wouldn't be completely inaccurate - their state-of-the-art events room will host the relaunch party tonight - but it wouldn't reflect its role as a contemporary shopping mecca.
In a retail landscape where e-commerce giants are dwindling - in the past two months, MatchesFashion has announced their impending closure, and Farfetch's founder and CEO Josè Neves stepped down - there's a case to be made for brick-and-mortar retail experiences. During the pandemic, brands and retailers had to pivot, fast, as physical shops temporarily closed and customers went mad for shopping online. Now it seems things are going in the other direction. In 2024, brands are betting on the spending power of younger consumers looking for something different, something TikTok-worthy. Modern, contemporary and one-of-a-kind spaces with collectibles visitors won't find anywhere else are a must. Enter the new LN-CC store, which sits alongside their e-commerce platform.
LN-CC takes visitors through a rabbit warren of visually enthralling rooms created by set designer Gary Card, who faced the task of returning to 'reimagine one of my most recognised projects', having collaborated on the original store which opened in 2010. 'It was never just about selling clothes, it was about delivering experiences, so we wanted to do something really special with the new space', Card tells SHOWstudio. 'It was a bit dark and gritty before, which was cool, but we knew we needed to raise the stakes for the latest store design, without it losing its edge.'
Upon arrival, shoppers will find first edition books and vinyls in the LN-CC tangerine lacquered tunnel, complete with a selfie-ready mirror. Bringing the iconic tunnel feature of the original store into the entrance anchors the entire space from the get-go, Card says. 'This version of the space is grown up. I loved the idea that for the first time in the store's history it's now loud and proud and street level. It anchored the store and created a narrative concept that framed the rest of the room designs.' Moving the tunnel above ground also makes room for the cavernous retail experience below.
There are many more social media-ready moments to follow once shoppers ascend into the cavernous basement, such as the neon green cocooning walls of the Atrium housing core brands like Miu Miu and Chopova Lowena, the burnt sand Midtarsal shoe room, the Cobalt blue room where one can find contemporary streetwear and sneakers, or the lilac Callisto space where superbrands like Bottega Veneta sit on crater-like shelves.
Last but not least, there's the L8TE events space which takes on the intrinsic chameleon nature of LN-CC, evolving with the industry's needs. Card nods to his 'right-hand man Richard Wilkins, the tech wizard for the space, who created the lighting and amazing LED wall. The lighting totally transforms the space.' The fully customisable lighting system makes it the perfect social venue for brand launch events and other bespoke activations. Previously playing host to sets by Jamie XX, Shygirl and Eartheater, the space reopens this Thursday evening with a party featuring Kettama, OK Williams, and Lyzza.
'LN-CC sets itself apart from other luxury retailers by offering a unique, highly curated assortment mixing the most innovative and risk-taking products from world-renowned brands while unearthing new ones', Cristian Mursado, CEO of The Level Group told press. 'This space exemplifies that. We are doubling down on being a platform for global brands looking for a true partner offering a distinctive retail environment, while acting as a differentiated communication platform to create, produce and amplify brand and product stories.'
LN-CC's London store re-opens to the public from 23 March, 2024.