Premium sportswear retailer BSTN is set to open its first international flagship store in the heart of the vibrant Brixton community. The London store – marking the first international endeavor for the Munich-based retailer – opens Saturday, January 28th. With basketball and the culture that surrounds the game playing key roles in BSTN’s DNA, the retailer’s third brick and mortar store represents another local embassy of the global game (in addition to doors in Munich and Hamburg and BSTN’s online presence).
The one-of-a-kind store concept on Brixton Road combines high-tech contemporary materials with a retro-futuristic interior to create a destination unlike any other in its vicinity and beyond. The brainchild BSTN’s Creative Director Duki Cvetkovic and Sunst Studio, a multidisciplinary creative agency, the elevated sneaker and premium sportswear store balances minimalist design and dynamic changes of tone.
One of the store’s key features – which is also clearly visible from the outside – is its ability to shift between multiple stylistic scenarios, blending futuristic LED panels with classic vintage elements. Smooth monolithic surfaces of stainless-steel and sanded concrete face the ambassadorial warmth of the store’s wooden interiors. On the ceiling, the curved serrated aluminum roof (hidden for decades while the space was used as a bank) is not only exposed but turned into visual feature by the addition of two 8m-LED panels.
More than a store // A community destination
In addition to offering the most sought-after sneakers and a hand-picked lineup of apparel to match, BSTN has always taken pride in continuously building and strengthening the bond with its community. That’s why the upper floor of the 360 sqm store hosts a dedicated community hub, dubbed the B-Hive (named for its collaborative nature as well as the neighbouring Beehive Pl). The multi-purpose event space will regularly host community events ranging from panel talks to workshops and charity events, creating a local destination that goes well beyond a tradition retail space.
From drawing inspiration from the colors of nearby basketball courts to a local calligraphy artist adding a signature piece to the building’s exterior, the neighbourhood of Brixton is represented inside the BSTN store from day one. This includes a dedicated team of locals – equally savvy in the world of fashion as they are on the basketball court – leading the staff.
BSTN has been able to make a name for itself by going the proverbial extra mile for story-telling and product releases. The Brixton store’s unique design – from the large-scale LED panels on the walls and on the ceiling to BSTN’s proprietary attention to minute details like hand-engraved bronze plaques in the entry area – continues pushing the envelope in that regard and elevates BSTN’s story-telling prowess to even greater heights.
From The South. From The Heart.
Both found at the bottom of the map, the vibrant neighborhood just south of London’s city center and the Bavarian capital that BSTN calls home have created their own unique identities and put their name on the map – the metaphorical kind. BSTN and Brixton each take pride in what they do and the passion they do it with. The newly launched flagship store is a celebration of the commonalities between the premium sportswear retailer and its new neighbourhood. From the south, from the heart.