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New concept store for emerging designers to open in London's Belgravia

A new experimental concept store dedicated to supporting and showcasing emerging designers is to open in London’s Belgravia next month.

FASHION

New concept store for emerging designers to open in London's Belgravia

Created by artists Something & Son to support new design talent, 50m in Eccleston Yards will offer upcoming designers retail space to showcase their work in return for an affordable monthly fee.

In addition to a retail area, the concept store will feature a hot-desking area, events space, a café and social meeting spot.

Due to open in late May, the initial members’ roster will include Ryan Lo, Kepler, Faustine Steinmetz, Laundry Service and Ka Wa Key as well as Markus Wernitznig, Luke Anthony Rooney, Bethany Williams and Rathel & Wolf.

The space will be able to showcase up to 30 designers at any one time.

The store will also offer a programme of workshops and talks aimed at offering advice and support to emerging designers. In addition, members will have access to around 30 industry and business mentors.

Paul Smyth, co-founder of Something & Son, said: “50m will offer an affordable space in a luxury area for young talent to sell and present their collections all year round and, in turn, creating a community and social space in which designers can share their experiences and support one another. 50m exists to radically change the balance of power between shops and designers and create a store where people don’t simply consume stuff but can meet designers, hang out with friends, cooperate and collaborate.”

50m is being supported by Grosvenor Britain & Ireland and will open at Eccleston Yards from 24 May. Situated on the borders of South Belgravia and Victoria, the new destination aims to champion new brands across food, fashion, beauty and wellbeing.

Joanna Lea, director of retail leasing at Grosvenor Britain & Ireland, said: “In Eccleston Yards we have created a new destination that showcases and champions creative, independent talent. Our development is helping Belgravia to work harder for its community and all Londoners with thriving, enterprising places that appeal to all. 50m will deliver a pioneering concept store that offers a platform for emerging designers which completely embodies the entrepreneurial and energetic spirit we aim to foster at Eccleston Yards.”

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