66ºNorth, the Icelandic outerwear brand, has made a significant stride with the opening of its UK flagship store on Regent Street in London. Spanning over 3,500 square feet, this store not only serves as the brand’s European flagship but also marks its first retail location outside of Iceland and Denmark.
The store showcases 66ºNorth’s extensive range of technical outerwear, apparel, and accessories for both men and women. It goes beyond just a retail space, featuring a showroom and an area dedicated to community gatherings and workshops.
The design of the store was meticulously crafted by Berlin-based architects, Gonzalez Haase, who aimed to bring the essence and atmosphere of Iceland to life. As customers enter through the Regent Street entrance, they are greeted by an impressive 18-meter-long curved wall, setting the tone for their shopping experience. The use of rammed earth on the walls, along with strategically placed screens and mirrors, creates a sense of connection and separation within the space. Sculptural elements, such as carved rammed earth islands resembling earth and magma, add to the overall aesthetic.
To further enhance the Icelandic experience, a bespoke ceiling mesh lighting system was installed, creating misty white sky effects that reflect the ever-changing weather of Iceland. The use of locally sourced British clay on the walls interacts with the lighting, adding an air of mysticism to the space.
The store’s unique design incorporates elements that may vary depending on the availability of materials near each new store’s location, ensuring a distinct experience for customers in every store.
In 2022, 66ºNorth has achieved notable milestones. The brand obtained B Corp certification in April, showcasing its commitment to social and environmental responsibility. It also collaborated with renowned brands like Heimplanet and Café du Cycliste, demonstrating its versatility and ability to form innovative partnerships. Furthermore, the brand established a three-year partnership with UN Women Iceland, focusing on creating job opportunities for refugees from war-torn countries in the Middle East.
CEO Helgi Oskarsson conveyed his excitement about the London store opening, emphasizing the city’s cultural significance and its reputation as a hub for fashion retail. He expressed the brand’s eagerness to expand outside of Iceland, following the success of their first store in Copenhagen seven years ago. The Regent Street location was carefully chosen to align with the brand’s vision and accommodate their unique concept.
By opening its UK flagship store, 66ºNorth solidifies its standing as a leading outerwear brand and sets the stage for further expansion and growth within the European market. The brand’s dedication to quality, innovation, and sustainability sets it apart, and now customers have the opportunity to experience the authenticity and craftsmanship of 66ºNorth firsthand in the heart of London’s fashion district.
Useful Links:
– 66ºNorth Official Website
– Regent Street Official Website
