23 September 2013 by

J Crew and Set Designer Shona Heath Create Unique London Storefront: EXCLUSIVE

  

Following a stunning Spring Summer 2014 collection presentation at New York Fashion week, cult brand J. Crew, championed by the likes of Michelle Obama is growing ever stronger. The American label has now teamed up with set designer Shona Heath, who has previously worked with the likes of Dior, Prada and Hermès to create a super unique storefront in the run up to the launch of its first UK store on London's Regent Street in November.

'This has been the most complicated project I've ever done,' Heath revealed in the short film which looks into the process behind the beautiful storefront featuring iconic London cabs and inspired by notorious images from British pop culture. She added, 'I just chose truly ridiculous elements, funny sort of English icons in there, there's a unicorn and a lion; there's the crown jewels. I thought each taxi needs to have its own story.'

'I think I'm influenced by absolutely everything... She [Creative Director Jenna Lyons] pretty much wanted me to have free reign and present the most creative, imaginative ideas I could,' Shona continues. And my oh my has she succeeded! The colourful taxis, created from a cast of one of the more vintage style cabs called the fairway were selected due to their 'regal' quality, 'they almost look like a Rolls Royce,' she explains.

"I would love people to look up and keep looking up until they walk past, and have a conversation with their friends, 'Oh I like that one!" Well, we think that's most certainly a given. The store is set to open to the public on November 8th. Two other J.Crew London stores are soon also set to open their doors; a small men's shop on Lamb's Conduit Street and a women's 'Collection' boutique on Draycott Avenue. This will do bad, bad things to our bank balances.

We previously spoke with Mickey Drexler, chairman and CEO of J.Crew about the London expansion: 'I love that every neighbourhood throughout London has its own unique personality - it's a lot like New York City in that way. After a lot of looking around and visiting various areas, we came across these two very different locations and knew - both were too good to pass up.'

Get some fash-spiration for next season by looking through the J Crew Autumn Winter 2013 collection in the gallery below...


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