Gary Card designs London concept store

Set designer and illustrator Gary Card has designed the interiors for LN-CC – a new ‘experiential installation’ concept store in Dalston, east London, selling clothing, records and books.

Card was appointed about two months ago. LN-CC had spoken to other designers, but chose Card because of his understanding of the concept.

Card’s father, a project manager, helped fit the store, and creative director John Skelton led the project.

Daniel Mitchell, LN-CC brand director, says, ‘We wanted to create a real experience – somewhere totally unique in an unexpected part of town, and as far from a traditional shop as possible.’

Card says that the main challenge was creating something permanent, as this is his first retail interiors project. He says, ‘There were a lot of practical implications I hadn’t dealt with before.’

He adds, ‘We tried to have something that could adapt and seasonally evolve.’

The interiors, which span approximately 600m2, will feature a ‘dark, ambient’ forest made of real trees. A wooden tunnel lined with orange Perspex leads into three unique concept rooms.

The changing rooms, which feature ‘pods on wheels’, can be used as a party space at night and an exhibition space will open next year.

The store will open on 29 November.

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