Fashion

Liam Hodges has set up shop (temporarily) whack bang in the middle of Greek Street, Soho, in the form of a new three storey pop-up store – the UK designer’s first ever bricks and mortar space.

It’s all courtesy of Appear Here’s – a platform offering retail space to young designer – Space for Ideas competition, in which Hodges was selected based on his initial store concept. Now that blueprint has become reality, and it lives up to all whacky expectations. Titled Physical Reality, the pop-up offers an immersive trip into the world of Liam Hodges. Stocking current collections and plenty of archival gems (get there quick), there will also be a range of vintage garments upcycled via bleaching, dying and overprinting in an attempt to pursue more sustainable practices, while production waste and excess fabrics are recycled to create unique new products on sale.

Move throughout the space and eager-eyed Hodges’ fans will no doubt spot some Easter eggs, from runway set pieces to campaign paraphernalia – remember the Mr Blobby sofa from Hodges’ DSM takeover? It’s back in all it’s tacky glory for tired shoppers to take a breather and reminisce about the 90s… ahhh. Elsewhere, the store will stock Hodge’s inaugural homeware collection inspired by presents he used to make for his Nan at Christmas, and inclusive events are set to be held throughout store’s runtime – so keep an eye out for those. Oh, and there’s also an inflatable Tall Boy air dancer – like the ones you see flailing in the wind outside car dealerships – because why not?

“Space for Ideas has granted us an opportunity to create our first real retail experience,” says Hodges of working with Space for Ideas on making the store concept a reality. “It’s allowing existing and new customers a chance to experience the brand in all forms, from the current collection and archive garments to an exploration into homeware, archive and remade garments. The space will be fully immersive with site-specific installation, events and limited release products. Appear Here have allowed us to launch this exciting new milestone for the brand in one of the most iconic areas of London. Bringing the brand out of the digital world and firmly planting us in a Physical Reality.”

Liam Hodges: Physical Reality is located at 59 Greek Street, W1D 3DZ, and runs from 11th April – 21st April.