Machine-A

Machine-A was established around 18 months ago under the name Digitaria. The store/gallery space in Soho is recognised as central to London’s young design and art movement. Stocking young, innovative designers and hosting exhibitions of up and coming creatives, their careful selection of talent has given them an outstanding reputation.

Located in an old tailors shop on Berwick Street, its owner has stayed true to the eccentric feel of the place. Its shocking window displays are infamous in the area with my personal highlight - Charlie Le Mindu showcasing hanging, bloody heads (over Christmas, of course!).

On Monday February 22nd Machine-A opened its doors to London’s ever so fabulous to showcase the Autumn/Winter 2010 collections of three of its favourite designers; Gabriella Marina Gonzalez, Asger Juel Larsen and Gemma Slack. Combining selected pieces from their collections and a film accompanying the collections, commissioned by Machine-A. With DJ sets from Warboy and Kap Bambino and all the designers in attendance, Machine-A provided a refreshing alternative to the more established events and designers hosting across London over the past few days.

We spoke to Machine-A’s Creative Director and owner, Stavros Karelis, about the space and why he chose to present these three designers:

Dazed Digital: What is Machine-A?
Stavros Karelis: Machine-A is an independent shop/gallery space which showcases emerging young fashion designers. Through an array of events, window installations and exhibitions, we create a new platform where designers can express their work with a different approach.

DD: Why did you choose Gemma, Gabriella and Asger?
Stavros Karelis: Of course the central point with the work that we do is the fashion element. Asger Juel Larsen, Gabriella Marina Gonzalez and Gemma Slack are three designers who fit perfectly with the concept and aesthetic of MACHINE-A. Apart from the fact that and the three of them are extremely talented designers ,their work is defined by their use of maginative concepts and really strong approaches.

DD: Is it important for you to work solely with young, upcoming designers?
Stavros Karelis: Machine-A is all about young talent. Young independent designers who don't compromise, who like to create and not be created by fashion. They like to explore new ideas and they are not afraid if they are not commercial. And this is what makes them successful. We chose them but they trusted us as well because they feel that we have a mutual understanding, a realisation of what fashion should be.

MACHINE-A, 60 Berwick Street, London,  W1F 8SU