LN-CC's Retail Therapy

The East London concept store opens today with its Gary Card-designed interiors and racks full of Rick Owens, Damir Doma and Raf Simons

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New luxury retail concept LN-CC is set offer a new take on shopping, stocking Rick Owens, Damir Doma, Raf Simons, and Levi's Vintage Clothing in a specially designed store lay-out, designed by set designer Gary Card. Dan Mitchell, who worked closely with Card on the creative side of LN-CC, is the buyer for the store and has previously worked alongside LN-CC creative director John Skelton at oki-ni before embarking on this latest venture. Ahead of the opening of LN-CC, Dazed Digital spoke to Mitchell about pulling together their collective vision for making retail exciting again.
                                                                                                                                               
Dazed Digital: What collections have you chosen for the store and how do they all work together?
Dan Mitchell:
Individually we buy what we believe to be the best product in the world. Product that is relevant to us can come from any end of the spectrum – be it a mainline brand from Paris, an unknown Japanese streetwear brand or a young sneaker brand from Europe. We never pigeon-hole ourselves by buying into a certain style or what is hot at the moment. We buy what we want to wear ourselves, not what we think will sell. For me, the collections work together as they are bought under a certain feeling. On the website and you see brands like Sasquatchfabrix mixed with Rick Owens and Damir Doma, worn with vans half cabs -this is how we have always dressed ourselves. Not many people fuse these kinds of brands together.
 
Dazed Digital: You’re bringing books and music products together with luxury fashion, what is your thinking behind this and how do you find the right mix of product?
Dan Mitchell:
This is a really natural angle for us. We personally buy a lot of music and are always digging for records, DJing and doing music related stuff. We are heavily into clothes, music and books so we wanted to express that in what we are doing at LN-CC. For me fashion, music and books all go hand in hand. Ultimately it’s all art.
 
Dazed Digital: The store is designed by Gary Card, how did this collaboration come about and what was your initial brief to Gary?
Dan Mitchell:
With the store I knew in my mind exactly what I wanted. I just didn’t know how to execute the ideas or how we make this work on such a big scale. Then Gary Card was recommended and after meeting him and looking at his work we realised we had found our man. Gary has real progressive vision and totally got what we wanted to do. I gave Gary some of our ideas, inspirations and he ran with them and made them bigger and better.
 
Dazed Digital: Could you talk us through what Gary has produced?
Dan Mitchell:
I don’t want to give too much away before our launch, although a visit into LN-CC entails... a forest, an amazing octagon wooden tunnel which runs throughout the store, a concrete room, a bespoke wooden library and record store, three huge product rooms with different themes and finally a soundproof music room with an amazing set up and sound system.
 
Dazed Digital: Is this where you see the future of retail? Headed towards something more of a niche destination for people?
Dan Mitchell: For me, retail has become so formulated. There are lots of nice stores out there with great offerings but I can’t remember ever walking into a store and being blown away or getting excited by what they are doing. With LN-CC we wanted to create a space that wasn’t just another store. I wanted to create a place people can come and spend some time in, listen to music, have a drink and just hang out.

LN-CC opens on November 18th, Late Night Chameleon Cafe, 18 Shacklewell Lane, London, E8 2EZ. Shopping at LN-CC requires an appointment. To book go to www.ln-cc.com/page/appointments

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