But proving that fashion and Olympics aren’t necessarily mutually excusive is Mayfair fashion store Dover Street Market, which is now displaying a new Zaha Hadid Olympic window.
The concept, named Aqua to reference Hadid’s London Olympic Aquatic centre, uses an undulating monochrome design, created the complement the roof of the building.
Hadid says, ‘Designing for Dover Street Market is an exciting opportunity to install a piece inspired by the fluid geometries of the Olympic Aquatics Centre: a wave of liquid, frozen in time, in the heart of London.’
Hadid’s installation is one in a long line of daring window commissions at the store. Back in January, The Chapman Brothers brought faux-Nazi red drapes, rave-style smileys and metal dinosaurs to the space; while other window installations have included a Ship of Fools by Matt Clark and giant comic strips from the creators of The Simpsons and Peanuts.
The Aqua installation will be in place throughout the duration of the Olympics at 17-18 Dover Street, London W1S.