JW Anderson opens very first flagship store in London's Soho

JW Anderson will be opening its first-ever London flagship store in Soho on Friday 12 March.

The design of the store was conceived in collaboration with architectural firm 6a, which played a major role in building the 2017 exhibition Disobedient Bodies, which was staged at the Hepworth Wakefield and curated by JW Anderson founder Jonathan Anderson. 

Personally selected by Anderson himself, the location has two distinct façades – one on Brewer Street, the other on Wardour Street – linked visually by aluminium exteriors and neon signage.

The company added that the area is "quintessentially London" to Anderson, who is also creative director at LVMH-owned luxury group Loewe, and boasted an "incredible energy".

The designer's fifth Uniqlo collaboration, which includes his first move into childrenswear, lands in stores the same day.

A range of new retailers have chosen Soho to locate a retail space, with recent openings from brands including eyewear specialist Viu, RM Williams, Clarks Originals, French menswear brand Officine Générale along with VF Corp’s new HQ.