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Experimental Concept Store, 50m, Set to Open in London’s Belgravia

Experimental Concept Store, 50m, Set to Open in London’s Belgravia

Experimental Concept Store, 50m, Set to Open in London’s Belgravia
April 18
09:55 2018
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LONDON — An experimental concept shop that’s set to open in London’s Belgravia next month is channeling the multiple zeitgeists sweeping through fashion and design: Experiential retail, the sharing economy, sustainability — and community.
The store, called 50m, will launch with 10 emerging labels on May 24 at the Eccleston Yards development near Victoria Station, WWD has learned.
Created by a socially minded, London-based collective called Something & Son, 50m aims to tackle the problem of high shop rents in London, support new design talent and build a creative and commercial community.
The store, which spans 2,420 square feet, will allow emerging talent to showcase their wares in a space that will also include hot-desking and events areas, a café and a social meeting spot.
Launch brands include Ryan Lo, Kepler, a clothing line founded in 2016 by Alexandra Hadjikyriacou and Jaimee Mckenna; men’s wear designer and Royal College of Art graduate Bianca Saunders; the creative director of Simo Markus Wernitznig, and the jewelry studio Räthel & Wolf, run by Sari Räthel and Ricarda Wolf.
Any designer can apply to join the 50m retail community, and if they’re chosen, they’ll receive a dedicated rail space from which to show and sell their work in exchange for

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