Marc Jacobs brings Heaven store to London's Soho
Heaven by Marc Jacobs has opened the doors to its new store in London’s Soho – marking its first standalone store outside of the concept's Fairfax flagship in Los Angeles.
Located under the sign for the famous Raymond's Revue Bar on Soho's Brewer Street, the location pays tribute to the area’s historic reputation for neon lights and nightlife. A blue-lit double headed bear hangs above the door, while a bespoke, peep-show inspired sign featuring a girl in Kiki Boots dances in the window.
Heaven by Marc Jacobs is the celebrated American designer's diffusion line and collaboration concept, which was launched in 2020, offering Y2K inspired fashion (referencing the heyday of Jacobs who achieved international acclaim for his uptown-meets-downtown take on high-end fashion in the 2000s) and lifestyle products to Gen Z consumers.
The London store opens with the exclusive Deftones collaboration, first launched with a concert last week in New York City. Every month, the space will refresh with new Heaven collection drops and deliveries from other designers, friends, and brands.
As well as a destination for the latest Heaven collections, the store features an ever-changing line-up of product from friends and collaborators: including a Climax Books library, archive t-shirts from Jerks, a vintage curation with Heaven I Stay, leather lingerie and baby tees from R&M Leathers, and unique charm necklaces from BB Smith.
The walls and signature double headed bear niche are decorated with posters and props, including some from the archive of London collectors Unified Goods – artwork from The Blair Witch Project, Eternal Sunshine of the Spotless Mind, and The Virgin Suicides; a Donnie Darko action figure; VHS tapes of The Doom Generation and Kids; and cassettes by Placebo and Cocteau Twins.
Earlier this week Marc Jacobs unveiled a reissue of his signature Y2K handbag, the Stam, which had adorned the arms of many icons of the era from Paris Hilton to the model after whom it was named, Jessica Stam. Both Hilton and Stam are starring in the relaunch campaign.
Last summer Marc Jacobs made a return to London retail with the opening of a flagship store for his main line on Regent Street. His previous London store in Mount Street in Mayfair had closed in 2018.