You’re getting a sneak peek at the big re-launch of a men’s store opening up in the UK called “Heartless.” Located in the town of Essex (about two hours drive from Central London), the store features classic designer labels like YSL, United Arrows and Yohji Yamamoto, mixed in with new designers like Kiryuyrik and Mastermind Japan. The open concept space makes you feel like you’re digging through someone’s living room, filled with unique pieces you won’t find anywhere else. In fact, just about everything in the store is for sale, from the clothes to the furniture to the fixtures that line the walls.
We definitely see this becoming the model for stores in the near future, as the line between browsing and shopping continues to blur. (In fact, one of our favorite places to grab breakfast in New York is Nicole Farhi’s 202, where shoppers browse through racks of clothing and accessories alongside diners having their morning cup of coffee).
As for Heartless, the store is now open at 179 Queen’s Road in Buckhurst Hill, Essex. An e-shop is set to launch next month at areyouheartless.com