Bravely make your way through the tunnelled entrance, following the distant glowing light ahead. Be careful not to touch the branches, entwined around the pieces of wood carefully positioned to keep them at bay, whilst dodging the tree trunks along the way. Once through the dark, mysterious tunnel (created by set designer Gary Card) you will be greeted by a beaming bright lit tunnel with precise wooden slats to create a warmer and safe atmosphere. Phew! You are about to experience a store like no other… are you ready?
After booking your appointment by phone or email and choosing which items are worth investigating further, you have now entered the LN-CC Dalston store. All that is left to do is locate your desired room. Separated into three product rooms; a library full of rare fashion, photography, music and art books displayed on wooden triangular book shelves; a record store consisting of hard to find CDs, vinyl and audio equipment; and a club space for private events with a vintage sound system (once used by the Sex Pistols to record an album) and glittery disco ball.
Let’s not forget the rooms showcasing brands collected from all areas of the world. Each label or designer is selected with a focus on what LN-CC find inspiring and interesting, rather than what is likely to sell. Every decision, including presentation, is made on how they would like to shop and explore the art world. Menswear designers such as Yang Li, Comme des Garcon Homme Plus and Tim Coppens, to name just a few, represent how LN-CC interprets men’s fashion.
The time has come for you to go online and decide what you would like to view, as there is limited time to browse once safely inside. As you have discovered, the store is not designed as a retail shopping space but more like an art gallery experience. Don’t worry, there are iPads dotted around the rooms for you to browse, if the creativity and uniqueness of the store is too overwhelming.
I would advise you to start looking now, as co-founder John Skelton has been rumoured to state “If you want to come at three in the morning and we know you’re serious, we’ll be here.” It would be rude to snub the invitation, don’t you think?