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Concept store for emerging designers to open in Belgravia

A new destination store, 50m, is due to launch in London’s Eccleston Yards next month, dedicated to supporting and showcasing emerging designers.

Created by London-based artists Something & Son, the aim of the new space is to tackle “sky-high shop rents in London and support new design talent”.

In return for an “affordable monthly fee”, designers from the fashion and design industries can join the 50m retail community, receiving a dedicated rail space from which to showcase and sell their work. The store will also offer a hot-desking area, events space, cafe and social meeting spot.

The name 50m has been taken from the 50 metres of clothes rail that will run along the inside walls of the unit. The rail will allow up to 30 designers at any one time to showcase their collections, and there will also be a shared working space and a place to hold meetings with potential clients.

50m will open its doors in late May with a members’ roster of ten designers, including Bethany Williams, womenswear designer Ryan Lo, fashion duo Kepler and London College of Fashion graduates Laundry Service.

Paul Smyth, co-founder of Something & Son, the organisation behind the project, 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.”

The store will offer a programme of workshops and talks aimed at offering advice and support to emerging designers. Members will have access to almost 30 industry and business mentors to inspire and provide them with the necessary knowledge and tools to help their business grow. Mentors include Consultant Nick Dunn, entrepreneur Alison Lowe MBE and photographer Peter Yip.

Joanna Lea, Director of Retail Leasing, Grosvenor Britain & Ireland added: “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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