The designer signs up for Haymarket.

As anyone with access to Instagram, the Internet or in walking distance of SW1 will be aware, last weekend saw the grand opening of Dover Street Market’s new Haymarket residence.

Moving from its namesake after 12 years, Rei Kawakubo’s new shop boasts an impressive 31,000 square feet, and with it the arrival of several new brands and a host of celebratory one offs; naturally it was open house on Friday too.

“What I love about Dover Street is its fantastic oddness,” says new groundfloor resident Paul Smith, “It’s got this very diverse selection of clothes and objects in this very eclectic environment. You never, ever know quite what you’re going to find in there.”

Indeed, Smith’s pieces – both the label’s SS16 wares and a selection of curated oddities – can now be found in the same vicinity as Palace, Gosha Rubchinskiy and Brain Dead, a feat unlikely achieved in any other retail space.

Playing on a theme first executed at London Collections: Men in January, the Paul Smith concession replicates the designer’s Nottingham debut, a 3x3 metre store opened in 1970.


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