Sport Chek Robson Street Flagship Store
By Walski Concept Store
Currently reigning as London’s hipster paradise, Shoreditch has been undergoing a dramatic transformation since the 1990s, with hordes of painfully cool boutiques, galleries and bistros now populating the previously shabby buildings that form the streets.
Almost a stone’s throw away from two of the East End’s most vibrant areas, Shoreditch High Street and Bethnal Green Road, Redchurch Street is the latest to start its transition from shabby to chic, slowly but surely coming in to its own since 2012 to earn its place within the area most loved by creative types and fashion’s heavy hitters – Erdem Moralioglu’s studio is right around the corner.
Mid-June saw the latest addition to Redchurch Street, with the successful opening of the ‘By Walski’ concept space: 300 guests flocked eagerly to fill the carefully curated store and the street outside, soaking up the atmosphere as well as the sun, all to the soundtrack supplied by DJ John Hill.
By Walski was conceived by the same brains behind X-Treme Video – the leading distributor of extreme sports and lifestyle film throughout Europe – with the idea of creating a space to bring together high tech sporting equipment with the clothing brands that relate to the artistic, fashionable and soulful side of such sports.
As the first retail endeavour of the X-Treme Video team, By Walski will stock a host of international, up-and-coming menswear clothing brands: the Parisian Commune de Paris, Cuisse de Grenouille, Danish rainwear label Rainsx and the Brazilian MUTTA Footwear – as well as image capturing products and accessories from GoPro and Xsories, and well-being goods from EQ.
GoPro (the manufacturer of wearable and gear-mountable cameras, designed to enable the shooting of high action sports), of which X-Treme Video is currently the only distributor in France, has also been used in store in the form of high-definition screens, which line the walls to allow each brands’ products to be showcased alongside their individual digital media campaigns.
Furthermore, parts of the By Walski space, both in and outdoors, have been devoted to housing art exhibitions, video screenings and film premiers, as well as being a conceptual outlet for brands, independent hosts and customers – making it so much more than your average shopping experience.
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