Fresh from the Balmain opening on Mayfair’s Mount Street last week, it seems that the trendy London locale has been a hotspot for luxury brands lately. This week the frenzy continues with the debut of the largest DSquared2 space on the corner of Conduit Street and Savile Row.
“London is just such a great international city,” Dean Caten (one half of the mastermind twin brothers behind the brand) told Vogue. “We’re living here now, so having a nice presence in London is really important for us. The store came up and it was just a great space—right between Bond Street and Regent Street, but also on the corner of Savile Row, which is such an important street for menswear. This is our first store with the new concept in Europe, and we’re rolling it out in New York, LA and Miami too, then we have to change all the other ones!” he added.
The 7,664sq foot store is the largest in the world for the brand and spans across three floors, including their luxury womenswear gowns on the second floors in an area that can be screened off as a private salon. Everything else inside the store screams elegant sophistication with dark wooden cabinets, a sleek, polished interior and low, moody lighting. “The original concept was much rawer,” Dan Caten explains, “with wood planks, antlers: it looked Canadian. So, we just tried to refine it. The antlers are still present, but now they are black; the forest pictures that we used to have are now black and white instead of green; and the wood is still important, but it’s sleeker. All the elements are still here, they’re just more sophisticated.”
This year marks DSquared2’s 20th anniversary and it’s clear that the Caten brothers are celebrating with a bang. And if their latest offering in the capital is anything to go by, we can expect to see even more exciting times ahead for the brand and its global expansion.