Opening Ceremony Shoreditch, image Jamie McGregor Smith

Opening Ceremony has opened its newest location at Ace Hotel in Shoreditch. The launch continues and ongoing partnership between the multi-brand powerhouse and Atelier Ace and takes a markedly more minimalist approach than the gift-shop style OC space in the hotel’s Mid-Broadway branch.

It’s also a decidedly more boutique affair than the retailer’s main Convent Garden outpost, British designer Max Lamb enlisted to optimise the interior. Lamb’s own design signature encompasses the use of tactile materials and hand-craftsmanship and it continues here, a white latex curtain enclosing the space and playing off a standout centrepiece table cut out of natural rock.

“A lot of the objects used here are quite challenging,” Lamb said. “I feel like in this there’s a similarity between the way I approach furniture and product design: for example, a piece of stone on the ground can be classified as a table. A lump of polystyrene can be classified as a pedestal or plinth in this case. There’s a similar experimental approach in the way that both myself and Opening Ceremony approach design.”

The store features product from Opening Ceremony’s own collection as well as the Opening Ceremony & Magritte range (a surrealist fan’s field day) and the recent collaboration with Belgian florist Thierry Boutemy. There are also pieces from Marques Almeida and Raf Simons while CSM grad and London-based designer Nicomede Talavera’s collaboration with Eastpak adds a current feeling of home turf to the edit.

Opening Ceremony Shoreditch is located at 106 Shoreditch High Street, open 12-7pm daily.