LCF Diesel Takeover

To all of those Covent Garden shoppers out there – that’s a lot of you I’m sure – be sure to take a look at the Diesel flagship store on Earlham Street and its brilliant new design.

A group of LCF postgraduates have taken over the flagship store in Covent Garden for a month. The students, Eshaan Dhingra, Griselda Ibarra, Irene Rodriguez, Laksamee Jong & Maxime Laprade – from all from the MA Fashion & Retail ManagementMA Fashion Curation, MA Strategic Fashion Marketing, MA Fashion Media & Production and MA Fashion Entrepreneurship and Innovation courses – won a competition to design the store with their unique concept.

All three floors of the store have been reimagined by the students with a flower stall on the ground floor, flower crown making workshops on the first (sponsored by Grace & Thorn), whilst the lower ground floor hosted a male grooming station and jazz band.

The concepts reflect the history of Covent Garden, which by day was a bustling flower market, but by night was a place for the disreputable.

It’s excellent to see our students working with industry partners like Diesel. Not only does it provide great experience, but it’s also an opportunity for the students to see their ideas and work become a physical reality – right in the heart of London!

The flowers add a vibrant, colourful feel to the shop – and make the perfect excuse for a quick browse!

LCF Diesel Takeover

LCF Diesel Takeover

Diesel LCF 7

Diesel LCF 1

Be sure to have a look at the store on Earlham Street until 12th September

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2 Comments

  1. Maxime Laprade August 24, 2016 / 11:32 am

    Dear Frances,

    Thank you for this article!
    I am Maxime Laprade, one who did this project. I just wanted to tell you that we are not at all from the MA retail management (although Bethan Alexander was our tutor). We are from the MAs Fashion Curation, Strategic Fashion Marketing, Fashion Media & Production and Fashion Entrepreneurship and Innovation.
    It appears that this mistake has been made all along.
    Thank you though for this highlight on your website.

    With my regards

    Maxime

    • Maxime laprade August 24, 2016 / 12:55 pm

      Thank you for that!!

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