LN-CC

Discovering a concept like the LN-CC was enough to send my mind to retail heaven; here is a truly original and inspirational project that offers layer upon layer of style, intrigue and personality. I take my proverbial hat off to John Skelton and Daniel Mitchell and step foot inside their store to a world that is very much the future of retail.

LN-CC is an appointment only store located in East London with an online store shipping globally. In an increasingly competitive online market they have created a new and exciting concept which is giving customers exactly what they need; accessibility, knowledge, service and inspiring product. “An all encompassing world, combining the roots of traditional retail twinned with the progressive nature of the online boom.”

The website is a truly inspiring look into the mentality of the concept. Designer interviews and brand features provide a wealth of knowledge and inspire shopping. The layout is clean and functional, image quality is high and product is styled in a wearable manner on live models (unlike other small online retailers). 

Embracing the online world has become increasingly critical over the past decade; retailers now understand the importance of online presence through social media, marketing and sales. Unlike other retailers it’s refreshing to see LN-CC is not only focused on lining their pockets but with educating their customer and providing a total experience whether online or in-store. Receiving their weekly newsletter is a joy; new designers, new products and new inspiration; unlike the others that are sent straight to the trash, this is an email I look forward to receiving. Likewise their Facebook page constantly updates with new product dropping into store, not just with a click-here-to-buy link but with a history on the designers to educate and inspire.  

Creating a physical space was an important part of the LN-CC concept. The owners understand that some customers still want to touch and feel a product before buying and have created a space where they can, with the help of knowledgeable staff find the piece that is right for them.

Taking the store and putting it underground in the depths of Dalston and making it appointment only does two things; excludes the mainstream, and intrigues your customers. Entering the store feels like you are part of an exclusive club and one that you want to keep all for yourself so that no-one else ends up looking as well dressed as you are. Many customers may be put off by an appointment only store, worried that there would be pressure to buy; the reality is quite the opposite. My visit to LN-CC was pure joy, from the first moment I stepped through the door and into the breathtaking space (designed by Gary Card) until the moment I left I was delighted to find the most friendly and knowledgeable staff I have come across in quite some time.

The entrance to the store is unlike anything you have ever seen before, a man-made forest of raw wood followed by an orange Perspex tunnel is a mind-blowing display that almost stops you from discovering the real jewels of this fashion cave. Pick your chin up from the floor and continue into individual rooms each with their own style and mood to discover a wide range of designers and price-points. Avant-garde designers Margiela, Ann Demeulemeester and Damir Doma provide endless monochrome possibilities whilst young designers PAM and J.W. Anderson add a touch of fun to the mix. More standouts include Dries Van Noten and an impressive collection of Raf Simons Archive. The range is a large mix of menswear with a womenswear buy that is super-cool, edgy and unlike most other high-end boutique offerings. 

The mixture of brands illustrates the understanding of their customer and is also echoed in the online styling; most don’t dress head-to-toe in one designer and here you can find an entire look that suits your style. Books and music add to the lifestyle mix, and a future club and exhibition space will complete the concept.

“This is essentially a platform for you to experience and engage with. We don't care if you come here but don't actually buy anything - we are happy for you to take whatever you want from this, whether it be product, information or knowledge.”

Thanks to Craig for showing me around the store, a truly inspirational visit that will definitely not be my last.

LN-CC (Late Night Chameleon Cafe)

The Basement

18 Shacklewell Lane 

London

E8 2EZ
United Kingdom

By Appointment: appointments@ln-cc.com

Store enquiries: +44 (0)203 174 0736

http://www.ln-cc.com/

PRESENT

I find it hard to avoid PRESENT; quietly sitting on Shoreditch High Street the store always seems to pull me in. A buzz is in the air, my sense of curiosity kicks in, the warmth of the store draws me closer and the smell of delicious coffee seals the deal. 

Here’s where credit is due because this is a menswear store and I am not a man, yet still there is something that makes me return to the store time and time again. Firstly I must mention the genius idea of installing a coffee stall in the front window; this may not be the first coffee/retail combination in the world but it sure is a good one. Prufrock coffee is served daily by a world champion barista from a fine looking espresso machine; Yes it tastes amazing and yes the concept works; drawing in the crowds the store always looks busy and has an air of excitement as soon as you step foot in the door.

Edging past the queue of caffeine deprived locals you will find yourself in a warm light filled store with so many exciting and colourful products it’s hard to know where to start. If I had to choose just one word to describe PRESENT it would be quality; high-end, best-you-can-get quality. Every product range is the top of its class.

PRESENT’s house label offers Scottish made knitwear, Japanese textile casual wear and English made keep-you-warm-in-the-winter style jackets and sits well alongside the array of casual heritage style menswear brands in stock. Nanamica, Wings and Horns, Dover Street Market, Happy Socks, Diemme, Vans, the list of quality labels goes on including traditional English brand Nigel Cabourn and Trickers who have collaborated on a line especially for PRESENT. Cire Trudon candles, a fantastic selection of publications, numerous accessories and bits and pieces line the rest of the store ensuring you always find something to grab your attention.

The products in PRESENT are not by any means faddish; although on trend, these products are quality, buy-now wear-forever pieces. The look is heritage, outdoorsy, masculine, classic and timeless. 

To sell such fine goods you obviously need a good team and PRESENT has just that, during my visit I spoke to store manager Ash, having previously worked for owner Eddie Pendergast at The “Duffer” of Saint George for a remarkable 10 years, he has now been at PRESENT since the beginning back in August 2009.

E. How would you describe your personal style? 

A. At the moment it's a bit Survivors, the 1970's version!

E. Who are your favourite designers and why?

A. There are so many and all for different reasons. My all time favourite would have to be Helmut Lang, brilliant details and use of colour all done very subtly. Robin Day, for great furniture consistently over decades, RIP. I also like a lot of heritage design like Filson from the US or Guernsey sweaters and I always look forward to Nigel Cabourn’s collection; his reference points are usually quite close to what I'm interested in.

E. What do you like about working at Present?

A. Getting to work in a great shop with great brands and good people.

E. What do you think is the most important aspect of running a successful retail store?

A. I think as far as product is concerned it needs to be a mix of new products that are hard to find and items customers actually want. From on trend to basics designs plus lots of bits and pieces to add interest and excite people. Overall though it's about creating an amazing space that people want to be part of.

Ash wears Haversack shirt, Nigel Cabourn waistcoat, vintage Levis and a pair of battered work boots.

A final note on PRESENT: Their website is also top quality and includes an online store with high quality images and item descriptions, it is a pleasure to look at and links to a very inspiring blog to match.

Present

140 Shoreditch High Street
London
E1 6JE
United Kingdom

Monday - Friday 10.30am - 7pm

Saturday 11am – 6pm
Sunday 11am - 5pm

Store enquiries: +44 (0)207 033 0500

www.present-london.com

Liberty

Liberty is a multi-brand luxury department store occupying a fashionable slice of London’s Soho district. With an imposing black and white facade on Great Marlborough Street and backing onto Carnaby street in full Liberty Print glory, the store is hard to miss, and hard to leave empty handed.

Stepping through the main entrance and into the colourful scarf hall instantly takes your breath away. This is how you make a first impression, and don’t you know, first impressions count! Which direction to take first will probably be your hardest decision, six floors of inspiring product awaits and you are free to look, touch and browse at your leisure.

A carefully edited product mix is what makes Liberty so unique; there is no tackiness or in-your-face advertising here. Products are grouped in rooms that seem to blend seamlessly together; style, luxury and quality are key, the customer knows it, and more importantly they appreciate it. 

Liberty has a different feel to most department stores, especially others in London; there is a feeling of calm, order and respect for both the store and the products in it. There are no rowdy teenagers or uncouth customers tossing expensive dresses on the fitting room floor; At times it can begin to feel like an art gallery, calm and refreshing in the otherwise crazy hustle and bustle that is Soho.

Every floor offers something different, from menswear, womenswear, beauty, fabrics, furniture and more there is always something new and exciting to discover. At the very top you will find an eclectic selection of quirky and vintage furniture displayed in an unpretentious thrown-about fashion, destined for some ultra-creative’s apartment, this just may be my favourite part of the store. Down the narrow staircase to the third floor and you will find a traditional and humorous sea of tea cups and endless Liberty print products; quintessentially English you’re likely to find customers on this floor ranging from the ages of 18 to 88 and seeing as though Liberty Prints are such a drawcard to the store, it seems clever to me that customers inevitably need to pass through majority of the store to find them. Two floors of designer womenswear follows; all my favourites are here, Dries Van Noten, Margiela, Rick Ownens, I could go on forever; there is nothing not to love about the selection on these floors including the shoes. Accessories and beauty are smartly situated on the ground floor, usually bustling with tourists and locals alike trying to snap up a scarf, or a photo of the building, this is the focal point of the entire store and I’m sure the highest grossing. Last but by no means least, menswear on the lower ground floor is a veritable haven of all things sartorially charming, Jil Sander and again Dries Van Noten alongside the more casual Acne and A.P.C my favourites.

What I love most about Liberty is its warmth, it is welcoming and inviting, I feel at home, calm and inspired. I am not rushed, pressured to buy or watched over; free to touch and explore, with expert assistance if required.

 
Employee wise, Liberty is packed full of creative types with endless supplies of experience both on the shop floor and off. One member of staff that has always made my visits an absolute joy is Sungjin in the Womenswear Avant Garde room. Her understated style and approachable attitude bought a twinkle to my eye and after spending a few moments chatting, her experience and product knowledge turned that twinkle into a ray of shining light!

E. How long have you worked at Liberty?

S. For almost two years now.  I started in the Creative Labels room and moved to Avant Garde after a year. I am glad I had the Creative Labels phase before my Avant Garde era as it gave me the chance to develop rather extensive knowledge about fashion and customers. Selling is never about your own taste or style, In fact, you have to forget about them. I’ve always worked with more fashion-forward labels in the past so everything was very new to me in that room and it led me to develop a better understanding of what the customer needs are, without thinking about my own personal taste. 

E. What is your background in fashion?

S. I studied fashion design and history of art in Korea and used to be a womenswear designer before I came to London. I enjoyed working as a fashion designer but I was more interested in fashion buying and was so sick of the hectic working environment; I used to work 7 days, at least 12 hours a day and only have a week of holiday in a year. I decided to come to London to study and completed a master’s degree in Design Management at the London College of Fashion. I then decided it was important to gain some retail experience before working in buying so that’s how I ended up working at Liberty. 

E. Who are your favourite fashion designers and why?

S. Well, it is a tricky question for me since my favourites are always changing. Since I’ve been in fashion I’m getting more specific and precise about style or taste I think.  Having said that, I guess Dries Van Noten, Christopher Kane and Margiela are my most frequent favourites, and Meadham Kirchhoff is my new favourite. Genius.

E. How would you describe your personal style?

S. Perhaps a bit of everything, in an understated way.  I consider cut, colour and detail very seriously. The cut should be classic and bold. I’m not that keen on too much manipulation in design. I love bold, clean-cut silhouettes such as Dries Van Noten. A little bit oversized you could say. And I do love colours, especially the colour palettes of Russia and Eastern European countries and Scandinavia. Very clear, vivid and they have amazing red colours. I’m also always fascinated by embellishments and embroideries, my favourites for AW 2010 are Meadham Kirchhoff’s tinsel embroidery and Christopher Kane’s oriental embroidery, they are just amazing! I think I’m very eclectic and love too many things, especially if it is something weird and unusual, but I try to keep it muted and not to overdo.

E. What do you love about Liberty?

S. It is quirky and eccentric in a very British way, and I respect its heritage. It has kept its tradition and heritage successfully while staying open to, and eagerly accepting something very new. Just yesterday a customer from the States told me he’s so impressed seeing Proenza Schouler in Liberty because in his mind Liberty is a very old-fashioned store where people would go to buy some wool jumpers. I love that. Liberty is not only a very old, beautiful shop in an amazing building but also it will never date. 

E. What do you think is the most important aspect of running a successful retail store? 

S. Having a very clear, easily noticeable identity like Liberty (probably best-known for its British heritage) or Dover Street Market (if you are looking for something very Avant Garde and crazy, you would go there first, wouldn’t you?). You need to impress customers with at least one thing which intrigues and makes them come into the store. I think customers enjoy that originality and in the end will become a regular to the store. Most stores share similar brands and you can buy them online as well, so which brands a store carries doesn’t matter anymore. It’s about the feel, how special you would feel in a store. I’d rather buy a piece of Comme des Garçons in Dover Street Market than anywhere else because it is the most right place for that brand to me. Having a strong identity and keeping it through the time is the biggest part I think. And that’s why Liberty has been successful.

Sungjin wears oversized blazer by Hanni Y with an Acne shirt and COS skirt.

Liberty

Great Marlborough Street

London W1B 5AH
United Kingdom

Monday - Saturday 10am - 9pm
Sunday 12noon - 6pm

Store enquiries: +44 (0)207 734 1234

www.liberty.co.uk