Stone Island, 79 Brewer Street, London
Stone Island, 79 Brewer Street, London

27 Mar. 2012


Fashion brand Stone Island upgrades its presence in Great Britain and debuts with a shop in Germany, its key foreign markets.

Carlo Rivetti
Carlo Rivetti
“We’re talking about two markets that are very important for us. The Anglo-Saxon world has always been very receptive to Stone Island, which is considered as an icon by our consumers. We have been looking for a long time for a new location in London, a single container that could allow us to better host our collection, where we could represent at best our universe in its entirety. Germany as well is a strategic reality for us and has been growing consistently in the last three years, since we opened our own branch in Munich. We have strengthened our presence and we’re continuing to see positive results. That’s why, in Sylt, we caught the very appealing visibility opportunity that such an exclusive tourist destination can give to our brand both for the German and Northern European market,” said Carlo Rivetti, founder of Stone Island.

The London store opened its doors on March 21. It moved from Beak Street to 79 Brewer Street at the crossroads of Soho, Piccadilly Circus and Regent Street. Positioned in one of the biggest real estate development in the heart of London, this entirely renovated block will in no time become the new destination for fashion, design and lifestyle.

A single rectangular space of 185 sqm with two large display windows will host the Stone Island, Stone Island Shadow Project and Stone Island Junior collections. The interior is designed with a raised central stainless steel floating floor platform that will showcase the collections.

At the beginning of April, the first German flagship store is scheduled to open in Sylt - in the village of Keitum -, a charming island and exclusive tourist destination on the North Sea.

The interior design of the 80 sqm surface area, will host home the Stone Island, Stone Island Shadow Project and Stone Island Junior collections. The mood and fittings of the shop have been reviewed taking inspiration from the world of sailing, to suit the spirit of the island. The floor is in large and thick solid oak boards. The vertical luminous fibreglass, oiled oak and carbon elements (Unit) are held through special anodized aluminium cages, designed and engineered as functional elements specifically for this location.

Stone Island Sylt, C.-P.-Hansen Allee 1, 25980 Keitum / Sylt (Germany)
Stone Island Sylt, C.-P.-Hansen Allee 1, 25980 Keitum / Sylt (Germany)

Mona Schmadl


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