LFDY London

Design concept for Flagship Live Fast Die Young in London

The London store we designed marks a significant milestone in the history of Live Fast Die Young. In an exclusive location in the centre of Soho, the design presents itself with a dark and urban charm as a loving homage to its German home in Düsseldorf.

In the 90 m² store, LFDY stages its collection in a sophisticated minimalist environment. The design concept on the ground floor impresses with glossy black tiles, brushed stainless steel and surfaces made of fine rosewood. The approximately 14,000 black-glazed tiles create a fascinating contrast to the collection, which appears to float on the steel merchandise supports. The use of warm wood components at the checkout and in the LFDY cabinet system provides a successful contrast to the room.

The staircase leads down to the basement, where dark rosewood is harmoniously combined with black carpet and occasional brushed stainless steel elements. The changing area is transformed into a relaxed lounge with Eames chairs. As in every LFDY store, our design concept not only reflects the brand's collection and DNA, but also the uniqueness of each flagship's individual location.