A new London look for 66°North
05/07/2022
The 325-square-metre space will be located on London’s Regent Street and stock outerwear, apparel and accessories for both men and women. A showroom, workshop and what was described as a community gathering area will also all be accommodated, according to the company.
Chief executive, Helgi Oskarsson, said that 66°North considered the new space “capable of fitting our vision” and suggested that its intention would be to present a “retail experience”, as opposed to a more traditional bricks-and-mortar outpost.
“We have been selling through retail partners in the UK and our own website for several years, but the most rewarding part of opening any store is introducing new customers to 66°North in an authentic and immersive way. Our London flagship will enable that,” he added.
Berlin-based architectural firm Gonzalez Haase has been chosen to realise the brand’s vision, which involves an “earth-based” colour palette and walls covered with natural British clay. The store’s original floor plan – “reminiscent of a forest” – will remain in place, however, commented one of the architects, Kira Sciberras.
66°North became its home country’s first certified B Corporation earlier this year.
Icelandic film director and producer Baltasar Kormákur. Credit: 66°North.
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