McQ,the slightly more affordable line of Alexander McQueen luxury British house,has innaugurated the first London store.
Covering a surface of 400 sqm on three levels,the new store concept on 14 Dover Street in London was conceived by Sarah Burton at Alexander McQueen and realised together with David Collins Studio.The result is"boudoir meets brutalism and futuristic,interactive high-tech."
"We wanted to create a story and a home for McQ and the flagship on Dover Street is an extension of this world.The store will offer special catwalk pieces alongside ready-to-wear collections in a rich and immersive McQ environment,"said Creative Director Sarah Burton.
According to Alexander McQueen house,MCQ brand distils the uncompromising vision of creative director Sarah Burton into collections of everyday,effortless pieces that draw on the rich design archive of Alexander McQueen.Sitting in parallel to the mainline,MCQ offers womenswaer,menswear and accessories that remain loyal to the house's instantly recognisable signatures and epitomise British luxury.
