October’s Very Own launches first London Flagship in Soho
October’s Very Own, the leading streetwear brand by Canadian rapper and songwriter Drake, has launched its fifth flagship, and first European store in London’s Soho.
The OVO brand; founded in 2010, encompasses Drake’s record label, OVO Sound, as well as a radio station and music festival. The fashion label, launched in 2011, proceeded to open flagship stores in Yorkdale, Toronto, LA and New York where it saw huge success with its range of accessories, bottoms, shoes, hats, hoodies, sweatshirts, shirts and t-shirts.
The London store will showcase the brand's latest fall and winter line, as well as special limited edition releases, designed exclusively for the new retail space, including a 2017 women's holiday capsule collection.
The building now housing the new OVO store; located on Soho’s Poland Street, was recently awarded Best West End New Build in the 2017 OAS Development Awards.
As well as establishing itself as a new streetwear destination in London, the new store provides Drake fans with a physical hub; creating a community and strengthening the relationship between brand and consumer.
Bruce Gillingham Pollard acted on behalf of Great Portland Estates to secure this letting.
Sonos’ First European Store is now Open in Covent Garden
Sonos; world leaders in wireless speakers and home sound systems, have opened their first European concept store in Covent Garden, following the success of the flagship launch in Soho, New York.
Rather than focusing on sales, the innovative new store and exhibition space aims to give music fans a true experience of Sonos speakers, in what the company are describing as a marketing investment.
Located just off Covent Garden’s famous Seven Dials at 21-23 Earlham Street, the space is a 2,500 square metre retail unit featuring two ‘listening rooms’; designed to simulate the comfort and acoustics of a home environment, using different materials and surfaces such as glass, carpet and bookshelves. The listening rooms are intended to create a more personal, tangible and contextual experience for customers to feel like they are listening to music within their own living rooms; a strong contrast from the more traditional, impersonal forms of technology retail.
The shop will also host events such as talks, film screenings, and pre-release ‘listening events’ for new albums, with a David Bowie exhibition currently on display for the store’s opening.
The innovative concept of Sonos’ showroom spaces captures the key trend in modern brand-building which we are increasingly seeing in both London and New York, where shops are evolving as venues for hosting events; creating meaningful and memorable experiences and building a community, therefore allowing brands to cultivate loyalty and long-term relationships with their consumers.