Daily Paper opens London Flagship store

Black-owned brand Daily Paper has opened a flagship store in Soho London on Saturday the 19th of June. Fans of the brand have been looking forward to a store opening in the capital after earlier this year Daily Paper launched a store in New York. The store was an incredible transformation from a dingy downtown building to a dazzling modern store that looked like it had been transported from Wakanda.  Despite the pandemic Daily Paper has gone from strength to strength and gotten closer to achieving their mission. 

“With the ability to cross borders and unite global communities, Daily Paper serves more than just a fashion and lifestyle brand but rather the voice of the youth. Through creativity and fashion, we aim to inspire young adults through education and setting an example of giving back.”

Daily Paper mission statement

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Founders Jefferson Osei, Hussein Suleiman and Abderrahmane Trabsini have influenced the brand through their various cultures while also celebrating the similarities shared as a part of the African Diaspora. This is shown in the store through a beautiful floor mosaic. The lion, the cheetah and the eagle represent Ghana, Morocco and Somalia. A beautiful detail to show that the African Diaspora community is stronger when we come together. 

The launch party

All about the community spirit ,Daily Paper launched with a bang inviting creatives in the industry such as Reggie Yates and comedian Michael Dapaah. Bringing their fusion of African and western influence Daily Paper brought in London’s best DJ’s provided by popular radio No Signal . The lineup included DJ Rico mars and Charisse Chikwiri.

Afrocentric interior design

Known for their afrofuturistic looks and cool aesthetic the brand incorporated this into the design of the store. The store transports customers into ancient Egyptian territory with a futuristic twist from custom-designed mannequins posing as guardians. This is an important element represent in their shield logo. Every detail has been thought through to bring a powerful atmosphere of African royalty combined with Dutch interior design elements. Daily Paper has meticulously matched their branding and designs and embodied it through the store. 

Not only do they bring the aesthetics and the vibes, but also comfort and space for a pleasurable shopping experience, the store is more than 200 sqm with two floors, great lighting from full window facade allowing natural lighting as well as fluorescent spotlights bouncing off the crisp white walls. Other stunning features include a custom floor mosaic recyclable furniture, marble tables and glass casing for accessory pieces. 

The vast amount of space makes it not only perfect for a crowd of shoppers but also community events and potential launch parties. Saturday’s event was a testament to the possibilities the space has and the opportunities for Daily Paper to create a community of fashion fans in London.

Address:

14-16 Great Pulteney St, London W1F 9ND

Opening Hours:

Monday – Saturday: 11AM – 7PM

Sunday: 12PM – 6PM