McQ London Flagship: shopping isn’t just for buying

Mini adores seeing her godmother and often begs me to organise lunch for the 3 of us.  The brutal truth is that her godmother is infinitely more elegant and chic than I am – making her much more exciting Mayfair-lunch-fodder.  But, once we had consumed enough sushi to keep any Japanese tourist happy, I decided that we ‘needed’ to visit the recently opened McQ flagship boutique on Dover Street.

Louis Vuitton shopping experience in Selfridges

I find luxury concept stores fascinating.  Last February we visited the Hermès store in Paris, last week I admired the Louis Vuitton shopping experience in Selfridges and today I wasn’t disappointed by Sarah Burton’s McQ creation.

Mini Tulle Dress

large digital table at McQ

The three-storey new home for the men’s and women’s new collections is housed in a Georgian townhouse.  But don’t be foul by its traditional exterior; as you enter you are greeted by a large white digital dining table, like an oversized ipad on legs.  From here you can project catwalk images and video onto a screen on the wall.  Weirdly cool and fabulously interactive.

McQ boots in the Dover St Flagship

We left Mini playing with the A/W collection images and checked out the boots, dresses, bags, jackets, coats within this alternative shopping environment.  While the walls are glossy and white and the concrete steps brutal, the interior is softened by the red velvet upholstery – allowing this diffusion brand to be a good deal more affordable, and therefore accessible, than its mother line.

Visit McQ Flagship at 14, Dover St W1


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