Discovering a concept like the LN-CC was enough to send my mind to retail heaven; here is a truly original and inspirational project that offers layer upon layer of style, intrigue and personality. I take my proverbial hat off to John Skelton and Daniel Mitchell and step foot inside their store to a world that is very much the future of retail.
LN-CC is an appointment only store located in East London with an online store shipping globally. In an increasingly competitive online market they have created a new and exciting concept which is giving customers exactly what they need; accessibility, knowledge, service and inspiring product. “An all encompassing world, combining the roots of traditional retail twinned with the progressive nature of the online boom.”
The website is a truly inspiring look into the mentality of the concept. Designer interviews and brand features provide a wealth of knowledge and inspire shopping. The layout is clean and functional, image quality is high and product is styled in a wearable manner on live models (unlike other small online retailers).
Embracing the online world has become increasingly critical over the past decade; retailers now understand the importance of online presence through social media, marketing and sales. Unlike other retailers it’s refreshing to see LN-CC is not only focused on lining their pockets but with educating their customer and providing a total experience whether online or in-store. Receiving their weekly newsletter is a joy; new designers, new products and new inspiration; unlike the others that are sent straight to the trash, this is an email I look forward to receiving. Likewise their Facebook page constantly updates with new product dropping into store, not just with a click-here-to-buy link but with a history on the designers to educate and inspire.
Creating a physical space was an important part of the LN-CC concept. The owners understand that some customers still want to touch and feel a product before buying and have created a space where they can, with the help of knowledgeable staff find the piece that is right for them.
Taking the store and putting it underground in the depths of Dalston and making it appointment only does two things; excludes the mainstream, and intrigues your customers. Entering the store feels like you are part of an exclusive club and one that you want to keep all for yourself so that no-one else ends up looking as well dressed as you are. Many customers may be put off by an appointment only store, worried that there would be pressure to buy; the reality is quite the opposite. My visit to LN-CC was pure joy, from the first moment I stepped through the door and into the breathtaking space (designed by Gary Card) until the moment I left I was delighted to find the most friendly and knowledgeable staff I have come across in quite some time.
The entrance to the store is unlike anything you have ever seen before, a man-made forest of raw wood followed by an orange Perspex tunnel is a mind-blowing display that almost stops you from discovering the real jewels of this fashion cave. Pick your chin up from the floor and continue into individual rooms each with their own style and mood to discover a wide range of designers and price-points. Avant-garde designers Margiela, Ann Demeulemeester and Damir Doma provide endless monochrome possibilities whilst young designers PAM and J.W. Anderson add a touch of fun to the mix. More standouts include Dries Van Noten and an impressive collection of Raf Simons Archive. The range is a large mix of menswear with a womenswear buy that is super-cool, edgy and unlike most other high-end boutique offerings.
The mixture of brands illustrates the understanding of their customer and is also echoed in the online styling; most don’t dress head-to-toe in one designer and here you can find an entire look that suits your style. Books and music add to the lifestyle mix, and a future club and exhibition space will complete the concept.
“This is essentially a platform for you to experience and engage with. We don't care if you come here but don't actually buy anything - we are happy for you to take whatever you want from this, whether it be product, information or knowledge.”
Thanks to Craig for showing me around the store, a truly inspirational visit that will definitely not be my last.
LN-CC (Late Night Chameleon Cafe)
The Basement
18 Shacklewell Lane
London
E8 2EZ
United Kingdom
United Kingdom
By Appointment: appointments@ln-cc.com
Store enquiries: +44 (0)203 174 0736
