While serving as a creative consultant on the Met's Punk: Chaos to Couture exhibition and studying archive imagery of spaces like SEX, Seditionaries and CBGB's, Nick Knight became interested in the concept of iconic spaces and shops. What makes a retail destination iconic? Why do some spaces attract such a cult following?
To explore this, and to celebrate our highly anticipated clothing collaboration with MACHINE-A, SHOWstudio presents a pioneering, interactive model of the celebrated Brewer Street concept store, complete with shoppable products and interviews with MACHINE-A's friends and family. The virtual store is a symbol of SHOWstudio's passion for and commitment to exploring cutting-edge technologies and was made in-house by Jon Emmony, who first 3D scanned the shop then built the model digitally. Work your way through the space to browse and buy specially designed, limited edition SHOWstudio x MACHINE-A pieces by Raf Simons, Ashley Williams, Beth Postle, Alex Mattsson, Shaun Samson and Sibling. While you're there why not also watch store founder Stavros Karelis discuss the story and ethos behind MACHINE-A, uncover an original illustration by Rei Nadal, or listen to blogger Susie Bubble explain why she loves the store so much? To really get a sense of the vibe inside London's hottest retailer, we recommend using the interactive while listening to MACHINE-A's 10 track Fashion Mix playlist, which features a selection of songs that are regularly played in store.
We're also launching a unique competition! Visit the MACHINE-A store in Brewer Street and take a selfie in the mirror for your chance to win a special fashion experience. The person behind the most creative selfie - as judged by Knight and stylist Anna Trevelyan - can chose from one of three prizes including a day of behind-the-scenes access at SHOWstudio or MACHINE-A, or tickets to Sibling’s London menswear show. Submit your selfie via Instragram using the hashtag #SHOWstudioMACHINEA by 10 June 2014 for the chance to win.