October’s Very Own is a streetwear collective that spans fashion, music and lifestyle, co-founded by Canadian hip-hop artist Drake. What started as an online platform has evolved into an international brand with highly sought-after apparel. OVO appointed us and the Wilson Brothers to collaborate on their fifth stand-alone store. Building on the successful retail format of existing OVO stores, the designers have reinterpreted the concept to resonate in London’s Soho.

Working within the defined brand aesthetic of crisp white stores, we and the Wilson Brothers focused on creating a simple, seamless space for OVO. Brass rails are confined to the perimeter and suspended from a high level, with a central Corian monolith grounding the scheme and providing mid-floor seating and visual merchandising display. The store has been wholeheartedly welcomed by OVO’s European fan base as the first to open on the continent. Following on from the success of the London store we then went on to design the OVO stores in Canada.