Trust DKNY to bring a sweet slice of the Big Apple to London’s streets. The contemporary fashion label’s newly refurbished, New York-inspired store opened last month with not one but three launch parties, each complete with drinks, DJs and limited edition tote bags.
Laid out like a Gossip Girl-worthy Upper East Side loft apartment, the store features soft rugs, comfy chairs, exposed brickwork and a fantastic (if surreal) view of the Manhattan skyline: step out of the lift on the first floor and you could be standing on the observation deck of the Rockafella Center. The 30 x 30 ft illuminated print is the store’s focal point and can be viewed from all three floors. For an extra New York moment make sure to stop by the second floor and check out the almost-hidden neon lights spelling out ‘Something New York’ just below the skylight.
The refurbishment comes less than a year after the store was turned into DKNY PR Girl’s apartment for Fashion’s Night Out, which makes me wonder whether it was the inspiration for the store’s new look. Either way, bag-laden weary boyfriends will be grateful for the lounge areas (although there is menswear on the second floor for the more sartorially sophisticated) while girls will go crazy for the racks of super stylish clothes, bags and accessories.
And despite the homage to New York, silhouettes of the London Eye and Big Ben dominate the current window display. As Donna Karan herself told Vogue, “DKNY connects generations, climates, and lifestyles. It’s not one or the other, it’s everything – all at once – and our store design reflects that eclectic spirit and energy.” Which sums up the newly opened store’s MO quite nicely. The only thing that’s missing is the DKNY café/bar that used to be located by the entrance on the ground floor – although I guess even Serena van der Woodsen doesn’t have one of those in her apartment!
DKNY is at 27 Old Bond Street. London W1S