Show Off Your Style at MACHINE-A with SHOWstudio

by SHOWstudio on 22 May 2023

Visit the new MACHINE-A store on Brewer Street until Thursday 25 May, and visit SHOWstudio's interactive booth capturing the London fashion community.

Visit the new MACHINE-A store on Brewer Street until Thursday 25 May, and visit SHOWstudio's interactive booth capturing the London fashion community.

Continuing their longstanding creative relationship since 2004, SHOWstudio will be staging an interactive question booth inside MACHINE-A for the re-opening of their London flagship store on Brewer Street. Opening to the public from Wednesday 24 May - Thursday 25 May, 10:00-20:00, the WE MACHINE-A booth invites the local creative community to share in a love of forward-thinking design and MACHINE-A.

Marking 10 years of the multi-brand retailer, this project will pay homage to MACHINE-A and founder Stavros Karelis' pioneering legacy, profiling those who walk through the doors. Guests will be asked to answer 3 quick-fire questions, and have 20 seconds to answer each. These will then be compiled as a project on SHOWstudio, and shared across SHOWstudio and MACHINE-A's social channels.

Recently opening their first international store in Shanghai, the redesign of MACHINE-A's flagship was undertaken by architect Peijing Lu and is underpinned by Brutalist aesthetics with naked concrete walls across the two storey space featuring a spiral staircase. Raf Simons' collaboration with Danish textile brand Kvadrat features on seating and the changing room curtains, plus there's plenty more room for the growing plethora of brands stocked by MACHINE-A, from established names like Rick Owens and Martine Rose to rising talents Olly Shinder and Paolo Carzana. The store plans to play home to changing installations, beginning with aforementioned The Shaker System as part of The Kvadrat/Raf Simons project.

The occasion also marks the debut of a new storefront, emblazoned with MACHINE-A's new logo and visual identity designed by Paul Hetherington, a dystopian evolution of the original Helvetica logotype.

Stavros Karelis, Founder and Buying Director, says: 'I am so proud and grateful that we are introducing the newly renovated space of the store in the same location since its launch, which has been such an integral part of what the store represents, the culture, its DNA and the community we built all these years. The expansion of our Brewer Street store will allow us to fully present all the concepts and projects we have been planning for so long, and work with our designers, brands & creative associates to introduce new ways of retail experience as we have done since 2013.'

Over the years, we've been privileged enough to share an inside look into the workings of MACHINE-A to the public, collaborating on shoots and films like The Graduate Project, which highlighted the store's work with emerging talent, Mastered - a fashion shoot with stylist and co-founder Anna Trevelyan - and most recently, MACHINE-B, which tells the stories of some of the most revered archive pieces as part of the store's 2022 Byronesque collaboration. Back in 2017, SHOWstudio went Inside MACHINE-A to explore all it had to offer those years ago, and we can't wait to show you how it has evolved, and the next decade to come.

Stavros Karelis, founder MACHINE-A






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