Self-Portrait Opens New Store In Its Hometown Of London

Self-Portrait Opens New Store In Its Hometown Of London

Self-portrait has opened a new standalone store in London, located on the corner of Chelsea’s Kings Road and Duke of York Square.

The 200 sqm store is spread over two floors and was designed by self-portrait’s Founder and Creative Director Han Chong, in collaboration with architect Andreas Kostopoulos, Founder of MP NYC. The new store features minimalist architectural designs with a richly textured interior in unified hues. Floor to ceiling windows are lined with mirrored surfaces, blurring the indoors and outdoors.

I love the idea of spatial perception, blurring the lines between the interior and exterior, vertical and horizontal – it’s something that has always inspired me, and which I continually try to express in my home, in our new headquarters and in our stores around the world. For our second store in London, I was waiting a long time to find the perfect spot to bring our architectural vision to life. And I am so proud of the space we have created – it’s the perfect blend of art and architecture, which provides a serene and minimalist home for our collections. For me, this store has become the perfect physical manifestation of our brand – it’s a contrast of the effortless and the studied, with a focus on quality, materials and craft.

– Han Chong, self-portrait Founder and Creative Director

Inspired by spatial design and the idea of self-reflection, features in a myriad of textures including chrome and mirror, dominate the interior walls and reflect tonal surfaces in mint green. Natural materials are celebrated throughout including smooth pigmented Cornish clay, coarse clay wall cladding, and custom- designed terrazzo flooring. Contemporary and recent antique furniture – all individually handpicked for the store – complement the space.

By leveraging on minimalism, materiality, and colour, we wanted to create an intimate, sensory and focused experience, free from any interferences or visually distracting architectural qualities and functions that can typically overwhelm retail environments.

– Andreas Kostopoulos

The store opens with the fashion houses latest Resort 2023 collection.

This is the second self-portrait store in the UK – the first one having opened on Albemarle Street in London’s Mayfair in 2018.

Chelsea’s Kings Road and Duke of York Square

Stay up to date on news, analysis, real-time runway coverage, campaigns, trends, store design and more. Join our newsletter today.

Newsletter sent Mon - Fri 1:30 AM EST