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At Dover Street Market, New Brands Are Just the Beginning

At Dover Street Market, New Brands Are Just the Beginning

At Dover Street Market, New Brands Are Just the Beginning
July 20
01:56 2018
Booking.com



Twice a year in January and July, Dover Street Market closes to the public for a few days as Comme des Garçons creative director Rei Kawakubo leads a project called New Beginning, where designers reconfigure and redesign their allocated space at the eight-floor, 25,000-square-foot store at 160 Lexington Avenue in Manhattan, and fill it with new merchandise for the season.
In addition to overseeing 18 collections under the Comme des Garçons umbrella, Kawakubo designs all of the common areas at Dover Street Market, general men’s and women’s spaces, elevator, huts, cash wraps, changing rooms and ceilings, as well as the Good Design Shop, perfume tower and Pocket Shop.
Kawakubo reconfiguring spaces, and expands and contracts brands’ footprints and creates surprising, even jarring adjacencies, in an effort to get brands to encounter each other “in an ongoing atmosphere of beautiful chaos.”
Ever the provocateur, Kawakubo placed Gucci next to Supreme. “This is the only place outside of SoHo and Brooklyn to get the brand,” a spokesman said. “We started out giving tickets to the drops like they do at their own stores.”
Gucci’s seventh floor space represents one of the most dramatic changes at DSM this summer, and is a pure reflection of creative director

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