RESERVED FOR LONDON

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Polish fashion giant Reserved has opened its first store in London on Oxford Street. The 32,000 sq ft, single-storey store occupies the now defunct BHS flagship.

Although relatively unknown in the UK, the holding company, LPP, operates across 18 countries in Eastern Europe and the Middle East with a 450-store strong estate. To build awareness quickly, and to bring a touch of Britishness, the brand partnered with London iconic model Kate Moss in the advertising and PR campaign.

RESERVED FOR LONDON

RESERVED FOR LONDON

The interior design is reminiscent of Primark and perhaps H&M. Internally, the pillars have been stripped back to bare concrete, while overhead, floating white ceiling rafts are intersected by black voids which provide channels for the lighting. Mannequins with striking hair also dominate the space.

The brand is said to be eyeing further London locations.

West End Ward

252-258 Oxford St, London W1C 1DL, UK