Dover Street Market (London)

The store visited was called DOVER STREET MARKET, worldwide, including London, Ginza, New York, Singapore, Beijing and Los Angeles. We are visiting a store in Haymarket London. It is a comprehensive fashion shopping mall. It was converted from a 3 floors Georgian style building, designed in the style of Kensington market.

Picture 1: Dover Street Market in Haymarket London

When I went to visit DSM with an expectation of visiting a department store, it shocked me with a novel display. Like other department stores, it arranges different brands and themes on different floors. The difference is that it completely weakens the mall and leaves all the design elements to the fashion brands. There is no strict brand/store division. Different brands are grouped together according to the design style. Instead of redesigning the store according to the layout of DSM, brands used the design theme elements of the fashion shows as decoration. Visiting DSM is not like visiting a fashion department store, it is more like visiting a fashion exhibition which display all the fashion brands in current season.

GROUND FLOOR

Ground floor is all about its original brand, COMME DES GARÇONS.

picture 2: UNYA WATANABE COMME DES GARÇONS

Picture 3&4: BLACK COMME DES GARÇONS, COMME DES GARÇONS HOMME PLUS;

FIRST FLOOR

Picture 5&6: RICK OWENS & ARCHITECTURE ARTWORK SPACE

SECOND FLOOR

Picture 7&8: MEN’S GENERAL SPACE & MICHAEL COSTIFF’S WORLD ARCHIVE

THIRD FLOOR

Picture 9&10: COMME DES GARÇONS COMME DES GARÇONS & EGG

BASEMENT

Picture 11&12: DSM BASEMENT EVENT SPACE – CHAOS SIXTYNINE & NOAH

In my opinion, DSM’s approach to marketing and marketing is very creative. It preserves the elements and scenes that the garment is designed to greatly preserve the designer’s design ideas and present it to the buyer again. Brands and consumers can also be brought closer through events and exhibitions. It is bridging the gap between fashion and consumer.

List of Pictures

Picture 1, 3, 5, 6 9, 10, from London.doverstreetmarket.com.