PROJECT: KSUBI, LONDON

Small yet perfectly formed, this coveted fashion brand’s evocative debut UK store, sited on the infamous Carnaby Street in the heart of Soho, is set to take the London music and art scene by storm. Ksubi has become something of a cult streetwear brand in the US, as well as at home in its Australian birthplace and is now set to charm London’s music and art crowd with the opening of their new store.

The new European flagship oozes luxury, everything about it is unique, yet its raw, industrial vibes are clearly evident in the makeup of this fabulous fitout. From the exposed concrete ceiling, its pipes, ducts, brackets and overhead lighting tracks to the concrete underfoot and on the walls, this store takes its inspiration straight from the street. These urban qualities are fused with the rich red, Rosso Lavanto Stone of the inlaid cash desk, the full height mirrored wall and the stylish, lacquered steel shelving wall to create a polished, upmarket interior that every edgy celebrity will devour.

Ksubi itself is a contradiction of styles where perfection and imperfection meet and hence the significance of the we worK wiTh leading global brands To creaTe compelling in-sTore experiences

From the outset the store is deliberately pared down; the fascia panel is left blank with very little in the way of signage and only the Ksubi cross logo sprayed directly onto the windows. The very essence of this brand clearly evident in its lack of lustre, yet at the same time adeptly symbolising the spirit of rebellion and quest for perfection.

As is apparent from the sheer scale of the neatly stacked, floor to ceiling shelving that spans the whole perimeter wall, the brand is ensconced in denim and streetwear clothing. Also on the ground level, sizeable glass topped, grey granite display plinths showcase the full range of branded accessories. Further clothing is displayed in the windows on custom-built raw rails that are suspended between pillars and run the length of the two store fronts - Ksubi is sited on a corner.

The VIP area downstairs has a sultry, moody ambiance with dark red textured rendered walls and a lengthy, wrap around sofa positioned against a Rosso Levanto clad alcove. The area serves as an exclusive private shopping space, created to host Ksubi’s VIP customers, as well as customer personalisation workshops.

Upstairs, you will find the fitting rooms covered in flyposters, true to Ksubi’s commitment to individuality. In true Ksubi fashion, the rebellious retailer collaborated with a local free-thinking ‘self pro-claimed con artist’, Slawn and developed a limited-edition clothing range, as well as a bold, cartoonish sculpture that features the Ksubi cross logo. The brand is a big promoter of creative individuality and is committed to championing independent individuals. As such, this streetwear enigma has captured the imagination of the American rap scene and developed a huge fan base, something it envisages happening in London too.

The innovative store was devised specifically for the London market in conjunction with retail design specialists, Brinkworth, and is the perfect addition to its contemporary neighbours.

The Kesslers Team are passionaTe innovaTors, sTaying ahead of The game To design and build creaTive concepTs which excel across The global reTail landscape.