The retail concept launched by fashion distributor and marketing agency Four Marketing opens in London’s King’s Cross, as the area’s regeneration continues.
The first signs of fashion retail life are starting to appear in central London’s N1C – the new postcode created in the capital’s King’s Cross, as the area’s transformation into a new hub continues apace.
A concept developed by fashion distributor and marketing company Four Marketing, 18 Montrose is the latest retailer to open its doors behind the busy St Pancras and King’s Cross railway stations, joining nearby Nike and soon-to-open stores from Jigsaw and Carhartt Work In Progress, as well as a slew of yet-to-be-announced brands and retailers.
Nestling in three arches at 6-8 Stable Street, the building is part of the Central Saint Martins University Granary Square block and sits opposite the main site where Coal Drops Yard, a new 100,000 sq ft centre of shops and restaurants, is under construction for an autumn 2018 opening.
Originally launched as a temporary “preview” shop in London in 2015, the first permanent 3,900 sq ft store opened at 18 Montrose Street in Glasgow in February 2016. A 3,000 sq ft Nottingham outpost followed in April 2016.
The new 5,000 sq ft London home is designed to blur the lines between store, event and exhibition space, and can be flexibly reconfigured. Its slick yet minimalist fixtures and fittings create a modern, premium look with an urban feel.
“18 Montrose is looking at being relevant retail for men and women for today and tomorrow. It’s a point of view on how to show and retail product in these changing times,” says Ben Banks, director at Four Marketing. “The London store acts as a flagship. London is a fashion capital and logically we need a strong execution in the city.”
Men’s and women’s clothing, footwear, accessories and lifestyle objects from brands such as Alexander Wang, Stone Island, Moncler, Thom Browne, Our Legacy and Marques Almeida are arranged in neat blocks by colour. Higher-end designer pieces are balanced with premium streetwear labels.
With only three windows, the dark and moody space is lit by huge expanses of moving digital screens that wrap around each wall of the three adjacent floor spaces. Crisp white walls, black ceilings, stark grey flooring and mirrored walls add to the minimalist look. An entire wall dedicated to trainers and shoes makes an impact at its entrance, running the store’s full length.
“It’s an exciting project happening at King’s Cross – almost unprecedented historically and architecturally, and we had the chance to be a part of it at the very beginning,” enthuses Banks. “King’s Cross is becoming a community. Independent retail has always been about community [and] local engagement. We felt we could carve out that local flavour in a big city.”