There’s no place that makes the in-store experience as close to that of a gallery  as Dover Street Market London. The four floors and 31,000 square-feet of pure fashion fun are constantly evolving, reflecting the incoming collections with set designs that could easily become part of an upcoming exhibition at the Victoria Miro or the Saatchi galleries. Between the L’Officine Universelle Buly pink porcelain, the Gucci flamingos next to the intricate brocade loafers and embellished sweatsuits and the J.W. Anderson Pierce bags hanging from the multi-coloured climbing gym – the possibilities are endless.

One of the best things about DSML is its tendency to constantly change and create an exciting journey for its customer. One of the latest additions is the Golden Room on the ground floor of the department store. With over 80 jewellery brands available in the store, this golden-domed space inhabits everything from a COMME des GARÇONS Champion ring to the pins, pearls and needles of Tom Binns’ luxurious necklaces.

Just as everyone has fallen in love with Simone Rocha’s textural florals during London Fashion Week in September, the designer decided to reflect those designs in her retail space. Sharing the aesthetic with her Mount Street flagship, Rocha’s Dover Street Market area is a red kind of paradise with 3D flowers made out of plastic gels.

Created in collaboration with her set-designing mother, Molly Goddard’s third-floor space has become London’s smallest and most fashionable rave. Covered in industrial orange vinyl straps and finished off with a Nick Waplington NYC club-scene action photo, the scene encompasses Goddard’s spring/summer 2017 collection and show to a T. All that’s missing is a soundtrack to go with it…

Discover the retail magic of Dover Street Market London at 18-22 Haymarket, SW1Y 4DG.

Text by Dino Bonacic, images courtesy of DSML