LN-CC (Late Night Chameleon Cafe) is the East End based artistic movement, which is tipped to be the newer, new retail concept. Presenting a recently launched website and a 5,000sq ft store in Dalston. Masterminds and curators John Skelton (formerly of Oki-ni and Harrods) and Daniel Mitchell have carefully archived a collection, based around the concept of unisex styling, music, books and limited worldwide releases.
The store itself- designed by renowned set designer Gary Card- boasts an interior more suited to an exhibit at the PS1 MOMA museum in Brooklyn, New York than a retail space in East London. The store consists of three separate concept rooms, a book and record store, a music room for private events and a working studio. Each room embodies its own theme and is linked by an indoor forest and futuristic skeletal tunnels shaped from raw wood and orange acrylic. While the store creates a unique physical environment. The well designed and simple yet chic website, not only offers a hand picked selection of merchandise but also features book reviews and in-depth interviews with various creatives. This includes: underground sound system legend, Mickey Boyle and upcoming designers like the young Damir Doma.
The LN-CC movement (as I’m now calling it), amalgamates established brands and new age talent and delicately puts them online and in store. For example, high-resolution images of Balenciaga, Comme Des Garcons and Maison Martin Margiela are well positioned next to J.W Anderson, Folk and Mr.Hare online. While the Dalston store exhibits Preen, expertly hung between 1205 and underground Japanese brands such as SASQUATCHfabrix. The LN-CC offers a vast archive of apparel, books and music, however this new retail concept has another dimension. As by night, the store’s music room (set to be completed in early 2011 and with the help of Led Zeppelins’ original sound system) can be hired out- becoming host to the coolest shindigs East London has seen since 1999.
If you’re thinking that this whole concept sounds rather ‘far out’, then LN-CC has officially done its job. The designer look book style website, the installation styled retail space and the sales floor by day, party space by night concept, are all designed to intrigue and excite the average shopper. In summary: “This project is more than a store, it’s an evolving platform of curated ideas encompassing clothing, music and art in both a physical and digital environment.” Showing that there’s simply more to retail than clothes.
Words by Yety Akinola