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LONDON FLAGSHIP STORE - SOHO SQUARE

As a suitable stage for presenting POAN’s collections, and immersing it into a themed environment, we opened a hybrid flagship gallery/store in July on SoHo Square. It was introduced to the wider community with a launch event during London fashion week on September, 14. The location on SoHo Square is a pioneering foray in a central neighbourhood that has so far not been visibly colonized from neither the fashion, nor the arts communities. With this step, opening a brick and mortar outlet, POAN offers a second, exclusive channel to purchase its goods, which complements the online store with the opportunity of a physical experience with the brand.

The store is a flexible space, allowing rearrangements of collection pieces and artworks in different spatial constellations, as required from each particular collection. Distinct elements of Paonazzo marble line the walls of two adjacent rooms, which frame the POAN fashion collection, presented in conjunction with art from the Austrian collective Gelitin, or the British sculptor Ben Kustow.

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