Unit London to unveil new Unit X concept
Contemporary gallery Unit London will be launching its new experience-led Unit X concept in London’s Seven Dials.
Due to open in April, the 5,498 square foot space at 40 Earlham Street will aim to offer an experience-led perspective on art. In addition to exhibitions, the gallery will also play host to a range of cultural events and brand collaborations.
The venue will complement Unit London’s existing 6,000 square foot gallery in Mayfair. Founded by Joe Kennedy and Jonny Burt, the company’s supporters include celebrities such as Jude Law, Jean Paul Gaultier and Bob Geldof.
Speaking of the new location, Kennedy said: “Seven Dials has historically played a pivotal role in the launch of our business, so it’s a pleasure to be returning to once again launch a fresh and unique gallery concept to the UK and beyond. As we know from experience, Seven Dials is committed to progressive, innovative initiatives and we share common values. 40 Earlham Street is an unparalleled space in London, and we can’t to activate it with Unit X’s exciting, interdisciplinary and inclusive cultural experience.”
Shaftesbury said an increasing number of international brands are joining the line-up at Seven Dials with Aesop, Nudie Jeans, RAINS, Fashercise and Kompanero all selecting the destination for flagship and key concept sites.
Samantha Bain-Mollison, head of retail at Shaftesbury, added: “The signing of Unit X is a great milestone for us as we continue to diversify the destination, and also shows the value in the way we nurture and incubate emerging brands with creative and entrepreneurial ideas.”
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