ACNE - open biggest flagship store in London

Last week, Sweden’s coolest fashion export, Acne opened up their largest flagship store to date in London’s prestigious Dover Street. Spanning four floors of a former art gallery, the huge space is an exemplary showcase of the whole product range. One floor each is dedicated to denim, accessories, Menswear and Womenswear.
Interestingly, the first floor is dedicated to the brands menswear offering. A whitewashed piano takes centre stage offering a live soundtrack, played by a professional every Saturday morning. Floor-to-ceiling paintings depict creative director Jonny Johannson’s Stockholm studio as created by American artist Jeremiah Goodman. The denim floor features pristine shelves of meticulously folded jeans, accompanied by Helmut Lang’s eagle sculpture. The accessories floor features statement pieces as part of a collaboration with jewellery designer Husam el Odeh. A roof terrace offers welcome respite from a four-floor shop fest. Littered amongst the off-white walls and airy rooms, ‘skinny’ sofas and other furnishings come courtesy of Acne Home (naturally).
Having started life circa 1996 as an ad agency and what you could loosely describe as a  ‘collective’ making music and film under the name ‘ambition to create novel expressions’, Johannson’s empire has come to incorporate children’s toys, a production company and the acclaimed Acne Paper magazine…along with the fashion lines that is. This giant flagship in London marks a turning point for the brand that are to debut for the first time this September on the London Fashion Week official schedule.