Paul Smith is opening a store Coal Drops Yard in London’s Kings Cross in October.
The 3,000 sq ft store will feature “surreal spaces” including a men’s suiting room decorated with Japanese one yen coins and a blue tunnel connecting rooms.
The design of its space at the back of the store will change periodically and will feature various product launches tied to Design Week, Frieze art fair and the brand’s Japanese Red Ear collection.
Paul Smith said: “As a man who’s travelled in and out of King’s Cross and St Pancras for many years and seen it change from a very run-down and sad area to become a vibrant and beautifully restored part of the city, it’s with great excitement that I’m opening a new shop there later in the year.”
The brand also announced the opening of a 3,000 sq ft store in Manchester last year.